ATLANTA — To help golf professionals better merchandise their shops, green grass golf apparel brand Fairway and Greene has started holding a series of regional visual merchandising seminars nationwide, including several affiliated with the Association of Golf Merchandisers (AGM).
Andrea Rowan, director of visual merchandising, Fairway & Greene, will direct the seminars. Before she joined Fairway & Greene, Rowan had her own company that specialized in visual merchandising for golf shops in Fairfield, Conn., and Westchester, N.Y., counties, and had previously worked as a merchandising manager for Abercrombie & Fitch and Banana Republic.
Her first two seminars were held in March in Phoenix, Ariz., and Wichita, Kan., and a third one is scheduled in West Palm Beach, Fla., in mid May.
“My goal for this workshop is to make visual merchandising as easy as swinging a golf club,” Rowan said. “Fashion is as foreign to [golf professionals] as golf is to me. I thought about the overwhelming amount of information I receive every time I’ve taken a golf lesson. I was thinking so much I couldn’t think clearly and could barely hit the ball. Finally, a great golf pro gave me the most-simple advice – ‘don’t think, just swing back and through the ball.’ I use the same keep-it-simple philosophy with visual merchandising.”
Todd Martin, president of Fairway & Greene, said the number-one educational request from AGM members was for regional merchandising seminars. Rowan said she and Martin agreed that it would be an extremely educational service to hold seminars that provided golf professionals with the knowledge of how to best utilize their shelf space to showcase product for maximum impact.