I traveled to Frisco, Texas this week for the Summer PGA Buyers Show. Collett will not officially launch until the January PGA Show in Orlando, but I attended to connect with a few key partners I will be working with on merchandising, ecommerce, and PR. I also wanted to see what already exists for women like us, women living a life of excellence.
Women who are:
Elegant, not ornamental
Confident, not performative
Recognizable, not loud
Elevated, not inaccessible
Precise, not rigid
More than 75 percent of the brands on that floor were built for men. New patterns, new styles, new technology, all for men.
Around 15 percent were gadgets, accessories, and specialty items. Range finders, headcovers, ball markers, shoes, even a few children's brands with real craft behind them.
Less than 10 percent of the brands on the floor were built solely for women and what we actually need. Women are one of the fastest growing segments in golf right now, and the industry still has not caught up.
We want new. We want fashion. We want options.
We want what we wear to match the confidence we already bring to the course.
A handful of us decided to stop waiting and build it ourselves.
Golf is not unique here. Every industry has a blind spot like this somewhere. What matters is who decides to close it.
Beth
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