NEW YORK — Don’t look for any obvious logos in the new line of women’s golf apparel by Bobby Jones.
The Jones line is part of the sportswear division of Hickey-Freeman and it’s aimed at the “elite consumer,” said Steve Weiner, president of Hickey-Freeman.
Discreetly engraved BJ buttons are the only places a logo appears.
Weiner said that women in focus groups have said they don’t want logos on upscale golf apparel.
“We are taking a different position than our competitors,” said Weiner. “The line is merchandised as golf sportswear. Focus groups have told us that if women have the opportunity to wear the golf sportswear a second time, for occasions other than golf, they won’t have a problem paying the prices.”
Wholesale prices for knit tops start at $45 and go to $67; sweaters, $65 to $95; shorts, $37.50 to $45, and pants, $44 to $60.
Weiner said the line is made in Italy and is getting good reaction from the international marketplace because of its sophisticated fashion colors and prints.
According to the Golf Association of America, 40 percent of all new golfers are women. Women represent 25 percent of the total golf population, or 5.2 million players.