Macy’s has snagged another celebrity exclusive.
This story first appeared in the August 31, 2010 issue of WWD. Subscribe Today.
The retailer has teamed with golfer Greg Norman to launch a co-branded golf lifestyle collection under its Tasso Elba private label beginning in January.
The performance-based, golf-inspired men’s sportswear line will include shirts, shorts, pants, outerwear, belts, socks and hats. The core product will be carried in all stores, and the top doors will carry the entire Greg Norman for Tasso Elba collection in an extension of the Tasso Elba shops. In an undetermined number of stores in strong golf markets, the collection will stand alone and be merchandised with other golf brands, said Nancy Slavin, senior vice president of merchandising for the Macy’s Merchandising Group. Retail prices will range from $30 to $120.
“Admired for his golf prowess and entrepreneurial spirit, Greg Norman embodies success at the highest levels of sport and business, a notion that reflects the spirit of the Tasso Elba brand,” said Tim Adams, chief private brands officer of Macy’s Inc. “The collaborative efforts between Greg Norman Collection and Tasso Elba successfully fuse the time-honored athletic sensibilities of golf with the traditional appeal of the Tasso Elba brand.”
Michael Setola, president and chief executive officer of Greg Norman Collection, said the product will be developed in tandem with Macy’s design team and will incorporate the golfer’s signature shark logo. “It’s very fashion-driven and collection-oriented,” he said. “There are key items but there’s a fashion element as well. Greg Norman for Tasso Elba will embody a much broader sportswear assortment that transcends the traditional knit golf shirt and includes tailored pieces, trousers, furnishings and accessories.”
A portion of the line — Shark by Greg Norman for Tasso Elba — will offer trimmer fits to appeal to a younger customer. The collection will also utilize Play Dry, a wicking technology, to make it appropriate for use on the course.
Although the 3,000-plus green grass shops are expected to continue to represent the majority of the Greg Norman Collection business, this collaboration has “a lot of potential,” Setola said, declining to provide a sales volume projection. “I’ve always wanted to expand on the collection’s lifestyle heritage, and our partnership with Macy’s gives us a platform to reach consumers beyond golf.”
Nicknamed “The Shark,” Norman has 91 career victories. Slavin said he has “a very high Q rating and high credibility” and will lend his acumen as both a golfer and a man-about-town to the label. “He has many other interests,” she said, “wine, travel. And we liked the entire package.”
The retailer will develop a Web site available at macys.com for the line that will include golf tips as well as product information. Slavin said that in top golf markets, Norman will also be used in advertising materials.