It’s easier said than done. Whether you are looking for golf equipment or apparel it is not easy to find a selection for women in the pro shops or golf retail stores.

When a new or “want to be” golfer begins to look at the equipment for women at the pro shop, retail or discount store, etc., she soon learns that out of the sets of golf clubs displayed all around the walls and setting on the floor, there are only a few sets of women’s clubs available. After exploring the equipment, her search then turns to accessories and apparel. Once again, she finds little, if any, inventory or variety available for women. Her excitement for the game of golf begins to dull somewhat because she cannot find the supplies and tools she needs for this new adventure.

If women are the shoppers, and “shop ‘til they drop”, why is there a shortage of equipment, apparel and accessories for women? First, with golf traditionally being “a man’s game” most of the merchandise available and pro shop design is for and by men. When the engineer, entrepreneur, or creator comes up with the idea for a product, it is usually designed or created by a man to satisfy one of his golfing needs. With man’s competitiveness, the man will purchase a brand name product that says it will satisfy his needs, such as more distance, paying little attention to the price. The woman golfer will look for the product, regardless of brand, that will satisfy her needs at a good price. Although she considers price, if she feels she is getting value for her dollar, she will purchase the high-ticket product.

Many pro shops and retailers say that they’ve tried the women’s market, but have been disappointed and now carry little, if any, women’s products.

What happened? There are always several factors that affect the outcome. One of the things could be similar to what happened in the automobile industry while trying to reach women. Their “marketing to women” campaign originally was unsuccessful because it highlighted speed, etc. (features men prefer) while women were looking for safety. You will now notice that some automobile advertising features the safety of the vehicle. Factors for sales, and successful marketing campaigns, include identifying the desires of the market, creating awareness and being able to communicate with the consumer. In other words, the seller must identify the features of a product the buyer wants. When the buyer uses other criteria to determine a purchase, then sales are lost. Thus, mis-identifying the needs and desires of the woman golfer can result in inventory staying on the racks and shelves.

So, where do you shop? What do you shop for? How do you shop?

One of the recent trends in apparel inventory is that merchandisers will be more successful if they offer “active wear” rather than “golf wear.” This variety means that accessories and apparel can be worn on and off the golf course, and gives more opportunity for sales. On the other hand, when the apparel in the pro shop or golf retailer looks like active wear then he/she is competing with department stores, making it difficult for them to offer the same value, variety, and price.

What do you want from your golf shop? Active wear or golf wear. One school of thought is that if you are going to play tennis, you want “tennis wear.” If you are going snow skiing, you want “ski wear.” If you are going swimming, you want a “swim suit.” It is the same forgolf. Most women golfers prefer something that looks like “golf.” Because golf wear is not available or may not be affordable, most women golfers on the golf course would not be considered in “golf wear.” Where do you shop for everyday casual wear? A golf shop or department store. When you are looking for golf wear, do you shop at a department store or golf shop?

Another option to find golf wear you may not be able to find in your community is at a golf resort. Why are golf apparel sales highest at resorts? Sure, our purse strings are a little looser, and we want a souvenir (logoed shirt, etc.). But, in addition, the resort pro shops are more like boutiques, customer friendly, and have more to choose from. They are there for shopping. Whereas apparel, accessories and equipment are secondary to the standard pro shop where their first priority is making your golf reservation and getting you to the first tee.

As each shop is unique, so are the shopping habits of the female and male golf shopper. The female shopper is looking for golf fashion, value and comfort, and will probably not “impulse buy” while she is there to golf. When a woman brings along a guest she is not going to buy her apparel, but she’ll treat her to lunch.

The male shopper usually buys out of necessity. He needs a golf shirt for that day’s game. Or, buys a logoed shirt for his guest. Since the male shopper also shops when it is convenient and may be in the pro shop more often than the department store, the active wear philosophy may be more appropriate. One often over-looked consideration is that if men are buying gifts for their wife, and buy when it is convenient, then the pro shop is a convenient place for the golfer to shop; and, therefore, is another reason there should be a wide selection of women’s apparel.

Whether the woman golfer is a beginner or seasoned golfer, she wants a good shopping experience rather than a scavenger hunt to find golf equipment, apparel and accessories.

from Ladies Golf Journey - 2001