-Brand Positioning-
When you walk into a country clubs pro shop, you will be overwhelmed from the sight of dozens of golf shirts displayed around the room. They will come in an assortment of colors ranging from tangerine orange to violet purple. Caddie has noticed something missing from the golf apparel market. That’s why we have decided to design printed golf shirts. Who says a man can’t and won’t wear a hounds tooth golf shirt? If anything, men love to stand out and flaunt their golf apparel on the course to all their friends during Thursday night golf leagues. The market for golf apparel is growing at a rapid pace since golf is becoming more popular. This will be a strong market to invest in seeing as printed golf shirts are not currently being produced. The three competitors are Nike, Callaway and Puma. These three companies are brands that you will see the most often in a pro shop. They are all very recognized for their quality, products and brand. Nike is probably the most recognized name because they sell products in every area of the fashion industry. Puma is also a company that sells clothing in other areas and really focuses on their golf shoe lines. Callaway is looked at as the top of the tier when it comes to golf brands. They have a lot of brand loyalty from their customers and have a wide market in the golf industry. Although these companies are all strong within their market, they all lack one thing, creativity. Yes they make sleek shirts that have bold colors, but they lack prints. Something we would like to add to the market as a company is giving men the opportunity to rock golf clothes in different prints. Remember what they say, “You look good, you feel good. You feel good, you play good.”