Better and Better News
At long last we have a landmark month to celebrate. July’s year to date sales passed the breakeven point and now stand at +2.3% compared to the same period in 2019. Viewed from a product group perspective clubs, which currently represent 48.5% of the mix, has played a major part weighing in at +11.4%. Consumer durables and light durables are close to breakeven but not there yet, and apparel is still a long way back at -19.7%.
Temperatures were a little above average. Rainfall was a little below average at 93% and sunshine was above average at 111% for the time of year. Generally, not bad weather for golfing. Result: another good month achieving +27.8% in value terms compared to the same period in 2019. However, this was a little down compared to June at -8.7% but not unexpected owing to the sales phasing which peaks around May and June and starts to decline from July onwards into the winter months.
Drilling down to individual products we find that the top three in value terms for July are all clubs: woods +59.5%, irons +57.8% and wedges +43.8% compared once again to the same period in 2019. Interestingly balls, a good indicator for the industry’s performance is also well up on the same period at +30.6%. In year to date terms trolleys are the top performer at +21.2%.
In recent months we have paid scant attention to unit sales. We are pleased to report that in July sales overall were up by +14.6% compared to 2019. Vey different to many months in the past. Clubs not unexpectedly were also up by +31.5%, somewhat less than value sales which in turn signals an upward trend in prices.
Hopefully the overall trend is set in and will continue. However, we must not count our chickens before they hatch. There is still the potential danger of a new Covid variant but optimistically the vaccines developed to date will be able to cope with it should it occur.
Golf Datatech is a world leader in golf industry research. It provides the trade with specialised market research covering retail sales, inventory, pricing, distribution, along with strategic sales and marketing consultancy.
In the UK, Golf Datatech research is based on an average of 2,000,000 records per month, recorded by EPOS systems at the point of sale.
For greater detail contact John Hassett on 07976 797081
Clubs: Woods, irons, putters, and wedges
Apparel: Men’s and women’s shirts, bottoms, tops and weatherwear
Consumables: Balls and gloves
Light durables: Shoes and bags
Bags Of Appeal: Mizuno Adds To Award-Winning Bag Range
Mizuno, the Japanese golf equipment manufacturer long renowned for its product innovations, is launching a comprehensive new range of golf bags to join its award-winning line-up this fall.
Founded in Osaka, Japan, in 1906, Mizuno has long held an enviable industry and tour-wide reputation for its golf clubs. But the company’s golf bags have always caught the eye too, with their striking designs and innovative features. Mizuno’s impressive new BR-D Series delivers on both those counts and offers a range of options from lightweight carry bags to robust cart bags.
BR-D2 Carry Bag
A clever little bag for quick practice rounds or weekends away. It accommodates 14 clubs via 4-way top cuff with two full-length dividers, and it features 9 pockets to organise essentials. The new detachable Mod Pouch gives a little more storage when it’s needed and allows a further drop in weight when it’s not. The dual shoulder strap has four adjustment points for maximum comfort while the stored rainhood, umbrella holder and water-resistant underbelly combine to help keep kit dry. There’s an insulated drinks pocket plus easy grab handles for increased maneuverability.
Colours: Black/Black, Heather Grey/Black, Navy/Black
RRP: £135 | €149
BR-D3 Stand Bag
For those who prefer walking the course, the BR-D3 makes every step a little easier as it weighs in at just 2kg. Stripped back to 8 critical pockets and compartments with a brand new ultra-comfortable shoulder strap, the bag features a full-length apparel pocket and insulated drinks pouch. With 4-way top cuff and two full length dividers, the BR-D3 has ample space for clubs as well as good storage for ancillary equipment. There’s a fleece-lined valuables pocket and removable ball pocket (which can be customised.) The hip pad provides extra comfort as well as storage for a rainhood while there are clips, pads and holders for towel, glove, marker pen and umbrella.
Colours: Black/Black, Navy/Grey, Stormy Blue/Black, White/Black, Staff
RRP: £180 | €199
BR-DX Hybrid Stand Bag
This new hybrid stand bag offers the ultimate in versatility. The BR-DX features 14 pockets for anything a golfer could need when riding a cart - including a large cooler pocket for those extra hot days. It also has large profile stand legs, molded bottom cuff with rubber feet for added stability, and a quick release detachable dual shoulder strap for walking days. The 14-way top cuff with full-length dividers offers maximum protection for clubs and the Cart Strap channel allows for secure attachment and increased accessibility. Padded grab handles facilitate easy maneuvering. There’s a full-length apparel pocket, a fleece-lined valuables pocket with waterproof zipper, a magnetic closure pocket with fleece lining, a removable, customisable ball pocket and quick-access mesh pockets.
Colours: Black/Black, Camo/Black
RRP: £235 | €259
BR-D4 Cart Bag
This is Mizuno’s maximum storage cart / trolley bag, with a staggering 20 pockets and compartments. An all-new “mission control” organiser panel makes it easy to store anything you need for quick access – from range finders to scorecards and yardage books to divot tools, all in one centralised location, as do the quick access mesh pockets. The extra-large cooler pocket means you’ll never need to go hungry or thirsty out on course. There’s a 14-way top cuff with an integrated large putter well, and full-length dividers for the ultimate in club organisation. The single shoulder strap and grab handles greatly help when moving the bag from car to cart. A selection of pockets provide incredible storage – from full-length apparel pockets to fleece lined valuables pockets with waterproof zippers. The ball pocket is removable and can be customised. A clever addition is the notch on the bottom cuff that gives extra stability when the bag is used on a push cart.
Colours: Black/Black, Camo/Black, Heather Grey/Navy, White/Black
RRP: £235 | €259
In addition, new colourways have been added to the hugely popular BR-DRI Stand Bag and BR-DRI Cart Bags. Both are totally waterproof and feature a seamless construction to protect your possessions in the worst golfing weather with a 1-year waterproof guarantee.
The new Mizuno BR-D Series of bags will be available from retailers this September. For further information on Mizuno’s full range of golf bags, clubs, balls, apparel, accessories and footwear or to find out why #nothingfeelslikeamizuno visit: MizunoGolf.com
Foremost driving EMP Social Media development with new appointment
Foremost Golf, the U.K’s largest retail and marketing services group, has promoted Christoph Rohner to the role of EMP Social Media Manager, to oversee the group’s EMP Social Media member support service.
One of the key components of its Elite Marketing Programme (EMP), Foremost’s innovative EMP Social Media solution gives members a better way to manage their social content and interact with their audience online.
Integration with the new EMP Content System saves Foremost members further time with the necessary tools located in one central hub, allowing pros to easily share their local news stories across their EMP platforms.
Rohner brings a wealth of experience having worked alongside Foremost member professionals as a Marketing Editor for more than three years.
“I feel I am in a strong position going into this new role with an in-depth understanding of the golf retail landscape, as well as our members’ businesses and the specific challenges they face on a day-to-day basis,” commented Rohner.
“I’m committed to serving our members with the very best social media tools and advice, taking the solution forward with innovations like the EMP Content System and educating our pro’s on best practice.”
EMP Social Media provides the foundation for personalised and professional feeds with each individual account populated with a mix of local news, information about specific products the pro stocks in-store and entertaining content to build an engaged following.
“It’s critical to strike a balance between driving enquiries, building an online community and encouraging interaction, and the unique solution we provide is designed to help our members put their best foot forward,” added Rohner.
Andy Martin, Foremost Managing Director, added: “We aim to continually help our members with the best possible support network, and I have no doubt Christoph will continue to use his knowledge and skills to ensure we provide the very best social media solution.
“It’s a real focus area for us to empower our member professionals to take ownership and maximise the performance of their social media, while providing a framework for success in the background.
“Providing this specialised resource allows our pro’s to concentrate on coaching, fitting, retailing and playing with their members, with the ability to maintain their presence online but costing a fraction of the time.”
For more information on Foremost, visit grip.foremostgolf.com or follow @ForemostGolf on Twitter.
If you are interested in joining Foremost, please contact Leanne Spence on 01753 218 891 or email email@example.com.
PING Unveils Most Expansive AW21 Women’s Apparel Collection to-Date
PING has announced details of its Autumn/Winter 2021 women’s apparel collection, which combines premium performance fabrics and manufacturing techniques with the latest seasonal print and colour trends, designed to inspire female golfers to both look and play their best in all conditions.
The Autumn/Winter 2021 range features options to suit every golfer and blends PING’s premium performance fabrics with a rich colour palette, to create a selection of choices that offer comfort and practicality, whilst allowing golfers to continue to look their best.
Featuring PING’s innovative Sensor performance fabric technologies, SensorCool®, SensorWarm® and SensorDry®, the range features a rich colour palette inspired by nature’s autumnal shades. The main colours of ‘Firebrick’ and ‘Radiant Yellow’ are offset with ‘Pristine’ - a fresh winter white. This versatile palette allows all colours to be worn together and all coordinate with classic navy tones.
The Power of Paisley
The collection is centred around elegant, timeless and classic paisley prints that create a strong visual impact across key layering styles and accessories, whilst also appearing as a subtle tonal effect in new stand-out outerwear pieces.
The reversible, insulated Colette vest provides a core style in the range to centre outfits around. Engineered for warmth in cold weather, this water-resistant vest features a reversible design with a printed paisley pattern to one side and a bold Firebrick colour to the other. This versatile style is fully insulated throughout with feminine chevron quilting.
Another highlight garment in the collection, the Marlena Jacket is a paisley printed hybrid jacket that provides warmth and water resistance. It features an insulated paisley printed front panel with brushed-stretch fleece sleeves, back and side panels, metallic silver front zip teeth, and two front zip pockets.
The paisley print design also extends into two long-sleeved performance tops. The Evangeline is a full body paisley print, available in two colourways - Pristine and Navy - whilst the Ainsley features the paisley print placed at the upper body and is available in Navy/Pristine and Pristine/Navy. Both styles are engineered from peached fabric with enhanced softness for moisture-moving comfort in all conditions and provide female golfers with a bold, expressive and premium look. When used as a layering piece, both styles combine with the Colette vest and the reversible Paisley Neck Warmer, providing a complete Autumn/Winter look.