Tommy Hilfiger is aiming for a hole in one.
This story first appeared in the July 7, 2011 issue of WWD. Subscribe Today.
Hilfiger, wholly owned by PVH Corp., has signed a deal with Fletcher Leisure Group, based in Montreal, to manufacture and market men’s and women’s golf apparel, beginning in the spring in the U.S., Canada and Europe. The collection combines technical performance fabrics with a focus on style and fit.
This isn’t Hilfiger’s first round with a golf line. The company launched men’s golf apparel in 1994 and women’s golf apparel in 2000 in a licensing agreement with Oxford Apparel. In 2004, the collection was introduced in Europe. Since 2007, the line has been produced in-house and distributed only in Europe.
“Golf represents the ultimate prep lifestyle, and we are excited to expand our presence in the performance area,” said Tommy Hilfiger.
The collection incorporates technical performance fabrics such as polyester with moisture-wicking capabilities that keep garments dry and provide antiodor properties. Another is a hybrid fabric that combines the comfort and ease of cotton with a technical performance fabric that allows the garment to draw away moisture and dry rapidly, while a third uses an all-polyester, polyester-spandex and cotton-polyester blend, which creates garments that are breathable and moisture free.
The golf offerings consists of four groups: Core, Cape Cod, St. Barth’s and Cape Town. Cape Cod, for example, includes plaids, seersucker stripes and grosgrain details, while St. Barth’s features bold stripes and pops of color. The men’s offering, which includes 100 styles, will retail from $65 for a short-sleeve polo to $120 for outerwear. The women’s collection, which includes about 75 styles, will retail from $65 for bermuda shorts and polo shirts to $120 for knits and outerwear.
The collection, aimed at the 25- to 40-year-old golfer, will be distributed to private and public golf clubs, golf specialty stores, sport specialty stores, resort accounts and corporate accounts. Its marketing approach will focus on trade shows, co-op programs, print advertising and event sponsorships in key North American and European markets. First-year volume projections weren’t available.
Fletcher Leisure Group markets assorted brands in Canada, the U.S., Europe and the U.K. The company has the Canadian distribution rights for Adams Golf and Sport Haley and wholly owned AUR and Sunice.