Apparel may not always receive the same attention as other categories but it remains one of the simplest and most effective ways to drive sales growth. Gordon Browne, Head of Field Sales, FootJoy, shares eight tips on how to turn the category into a genuine driver of revenue.
Rotation is key
An area of opportunity in many pro shops is to keep stock rotating in your displays. Green grass shops see the same members week after week, so making sure your wall, floor and mannequin displays are switched and updated every two-to-three weeks is essential. A member who is a regular may suddenly notice something new, simply because it has been repositioned.
Give crested apparel its own space
Cresting provides ownership of your apparel offering and helps protect margin. The way these products are merchandised in-store can have a huge impact on their success. Nesting tables, mannequins and coordinated displays are great tools for bringing crested collections to life, particularly when cross merchandised with brand associated caps and accessories.
Cresting opportunities
Over the past few years, we have seen a significant rise in the number of shops stocking branded apparel. Success has come from clubs modernising and simplifying their crests, as well as expanding their ranges beyond traditional products into more casual golf-inspired apparel such as hoodies, lifestyle and golf fashion pieces.
Merchandise with outfits and colour stories
Shoppers are increasingly choosing head-to-toe looks from a single brand. To reflect customer shopping habits and strengthen brand storytelling, keep collections grouped together as they are far more likely to purchase additional items if the buying decision has already been simplified, rather than hanging garments in isolation.
Be reactive to seasonal changes
In the UK market, adapting displays to changing weather conditions is arguably more important than in any other region. Proactively using the weather each day to influence your merchandising and adapting key hot spots can really enhance your retail performance. The way products are presented can inspire purchases that customers may not have originally considered.
Don't overlook the specifics
Bringing women's and juniors’ products together in a dedicated section, rather than scattered across the store, drives loyalty and repeat visits. Doing this demonstrates a clear commitment to serving these customer groups, helping them feel recognised and valued.
Separate performance from fashion
Waterproofs and other technical pieces are purpose-led garments and are very different to fashion pieces. Customers shopping for a specific need want to walk straight to that category, making it easier to find relevant items instead of searching the wider fashion sections.
Wear what you sell
Make sure you and your team in the shop are wearing the products you want to sell. Nothing inspires a customer’s confidence more than seeing someone they trust opting to wear the product on a day-to-day basis. Do not underestimate the influence you can have on your customers.
