By Vanessa Salomons: Director Of Retail, Monaghan Golf Group
...and an aid to the men that have to do it!
I have been a purchaser in the golf industry for many years and still to this day, Women’s Wear remains my favourite category. I can already hear the grumbles! In my years of consulting and working in pro shops I have heard many of the male persuasion complain that this is indeed their nemesis.
I am here to tell you that leaving it out of your buying plan is not an option, because:
Now, a word about sizing…
Let’s begin with the Extra Small ladies. I am talking about your sizes 0, 2 and 4. They do not have many options in the golf retail world. My advice is this - gather up your teeny tiny ladies and consider purchasing for this group, ensuring you contact them when their sizes arrive in the shop. This is imperative; it is a guaranteed sale! I challenge you to look at your purchases over the years and to ask yourself the last time you met the apparel needs of this demographic.
Next let’s talk about the Plus-sized women. In my experience, this demographic is much more vocal about their clothing choices than others. The above premise applies to this group as well, however, in this case you must consider their in-shop needs to feel comfortable trying on items before purchasing. Consider a Plus-size section of apparel; consider your fitting room size (they are notoriously small and uninviting at many facilities); and consider training your staff to help service this group in your shop.
Finally, let’s not forget our bread and butter – the Small, Medium and Large ladies. This remains your largest demographic and the largest percentage of buyers.
Ok, so you have more inventory and more work…
But here is some helpful advice:
You will be surprised how your sales grow with these simple steps. Also, remember that this little bit of customer service will impact sales in your other shop categories.
If you are considering wanting out of this whole Women’s wear buying thing - don’t give up - there is help out there!