Brett Eaton, the 2014 Pacific Northwest PGA Section Merchandiser of the Year for Resort Facilities, is the PGA Director of Golf at the Semiahmoo Golf & Country Club in Blaine, Washington.
Our selection of women’s clothing is pretty broad. During our busy season, we typically have at least eight to 10 different brands of women’s clothing in This is important because it makes the shop look the golf shop fresh with different styles and colors, and it’s common knowledge that all brands fit a little differently, so we can accommodate just about every woman who comes through our doors. Some of our brands have an athletic fit, while some fit a little on the looser side. Our resort merchandiser, Kelly Brown, pays attention to the color stories offered by each manufacturer and will pick and choose the best ones, or choose the color story that is different from the rest. For example, if purple was the hot color for the year and every vendor was offering a collection in purple, we wouldn’t bring in every group in purple. Kelly would pick the strongest color story and feature that one in the golf shop.
At Semiahmoo, we find that carrying a variety of brands and price points — anywhere from a $45 basic polo all the way up to a higher-end $150 sweater — keeps the shop interesting and fresh and appeals to a wide range of customers. We also find that it is very important to test up-and-coming brands in the golf shop. Golfers like variety and typically don’t like to see the same vendors every time they walk through the shop. So if we find a new vendor that is exciting, we will bring in a very small collection and see if it goes over well with our clientele. This overall strategy increases sales in our shop because we can accommodate all types of tastes and budgets. We can target the woman looking for a souvenir shirt, looking to splurge on an item because it is a special occasion or because she just really likes it.