F ive years ago, a slew of companies entered the women's market with golf shirts designed to be just like the men's version, except they were smaller and sometimes the placket was reversed. Not surprisingly, women deplored being handed a shirt that didn't fit their very different bodies and curves. And they weren't too keen on that left breast embroidery, either.
Nike Golf ladies Dri-FIT pique

Today it is a different world, with women's golf shirts providing the fabulous styling that women demand. Shirts fit, they flatter and they have all the technical and luxury perks.

And while it doesn't match the sale of menswear, the sale of imprintable women's apparel continues to climb and offer rich, new opportunities for the industry.

A Seattle-based supplier said, “Nearly half of our new items for 2005 will be women's products. We are seeing great growth in this category in all of our business including golf, retail and corporate.”

The key to women's apparel sales is styling, Thompson explains. “The styling is critical and must parallel what women would expect to see in a retail environment.”

This trend towards women's apparel also is important in the corporate companion pieces and is going surprisingly upscale in fabrication and styling.

A Miss.-based supplier said, “Most of our men's styles have complementing ladies' styles. The men's shirts are made for men and the ladies shirts are made for women.”

While men's golf wear still outsells ladies styles, sales on the distaff side continue to climb in sales.

“We feel this trend will continue and going forward we will only introduce new styles in both ladies and men's stylings,” she added. Perhaps the word “unisex” is going away.

Nike golf tipped pique sport shirt womenShe cautions, however, that while women want something flattering, they don't always want cutting edge. “Some of the ladies true golf wear (as seen on the tour and the course) are maybe too fashion-forward for corporate identity,” she says. “There are ladies non-collared styles available as well and are they or are they not a fancy T-shirt? When I wear this style on the course it feels like golf wear. But I have not personally been comfortable in this style in the office.”

Offering more sizing options is another path to creating happy female customers.

In 2005 Ashworth is extending sizing to 2XL for women. In the past four years, women's products have jumped from 1% to 5% of overall sales in the corporate market for Ashworth. In addition to new sizing, Ashworth is offering a plethora of new ladies' styles for 2005 — increasing its offering from seven styles in 2004 to 18 styles this year. Ashworth has added new colors to the basic pique and sleeveless pique, new sweetheart neck and joni collar knits, new wovens, sweaters, outerwear, and bottoms.

For spring 2005, the Annika Collection by Cutter & Buck will build on Annika Sorenstam's 2004 debut collection, offering an extended range of exciting sleek, sporty designs styled for athletic performance. Fabrics in the Annika line are selected for their technical attributes: they wick moisture, protect from rain, wind and sun, and provide unparalleled freedom of movement. Styling is feminine and modern, inspired by European directions.

Devon & Jones Pink line launched by Alpha Shirt in late 2004 was created by women for women — there are no men's counterpart styles. The Devon & Jones label in the collection features a pink ribbon, and a percentage of profits from the collection are being donated to the MD Anderson cancer research hospital.

Nike golf pique sport shirt womenStyles are made of Pima cotton interlock fabric with striped color-coordinated ribbon trim. Other features include fitted bust darts and elastic reinforced shoulder seams. Sizes in the collection are S-2X. The line offers a retail color palette with colors such as petal, peony, azalea, daffodil, meadow, white and black. There are numerous mix-and-match possibilities as colors are the same in all components.

Greg Norman Collection also is offering complimentary women's pieces. The women's collection is based in PlayDry fabrics.

Minnetonka-based PremiumWear Inc.'s golf line, Page & Tuttle, has found that women's golf apparel is moving more toward bright colors and color blocking Lycra blends. “The French terry ladies' fleece and ladies' windshirt in our Page & Tuttle line is very popular,” says design director Jeff Wright.

Three of the Outer Banks Reserve products offer styles designed specifically for women. The Women's Double Mercerized Pima Micro-Stripe Jersey (7020); Double Mercerized Pima Tipped Jersey (7030) and Double Mercerized Pima Pique (7013) all offer a luxurious hand with 60/2 ply, double mercerized fabric and are designed specifically with a woman in mind.

Nike Golf is offering three new women's styles in 2005. A key style for 2005 already receiving rave reviews is the Dri-FIT jersey-knit for both men and women. While it does share some colors with the men's, company is also offering colors exclusive to women. The women's style has a tailored fit to be more flattering, and has a keyhole placket, along with a self collar to provide a unique look.

Nike golf white tipped piqueAvenel, N.J.-based supplier Vantage Apparel has always had an eye for style and the company's 2005 golf pieces are touching on many of these new trends. For 2005 Vantage's new double mercerized smooth knit polo offers an upscale solid option and the company expanded its Vansport line of moisture management polos to include a jacquard option, a ladies polo and a long-sleeve mock.

While golf shirt styling trends toward more traditional, outrageous color is kicking its way through the door in 2005.

New color introductions for Vantage include dusty purple, sage green, Dijon, aqua and apple green. At Ashworth, fireball reds, shasta purples, absolute blues, terracotta oranges, and oasis greens are all expected to be fantastic selling colors in 2005. Page & Tuttle sees color trends are also moving towards a more “retro” look with muted reds, blue and brown color tones.