Tips for Selling: Men’s Apparel

“It’s common for shops to display men’s apparel by vendor. However, we now display first by type of product, then by vendor. For example, we’ll put all of the windshirts in one location – if we did it by vendor, windshirts might be in four or five different locations, and that creates confusion for a customer who wants a windshirt.”
Jim Smith Jr., PGA Director of Golf, The Philadelphia Cricket Club, Flourtown, Pennsylvania


“Update your visual merchandising vignettes by utilizing modernized full mannequins that are dressed and displayed in head-to-toe outfits. This allows guests to see a four- or five-piece collection, providing a complete wardrobe presentation in one space and yielding multiple-piece sales.”
Mark Pfingston, PGA Head Professional, The Golf Club at Bear Dance, Lakespur, Colorado


“Sometimes it’s just knowing the basics: Make sure you have enough XXLs, as the men of today seem to be larger, and shirts are getting smaller; older men like color, so carry enough brights; and grays don’t look good on some skin tones.”
John Jackson, PGA General Manager, Corte Bella Golf Club, Sun City West, Arizona


“You need to have a rotation of brands. We have found about every three years we need to switch a brand out. If you’re close to big boxes such as a PGA Superstore or Golf Galaxy, look to brands not available at those stores. Mix athletic fits with traditional cuts.”
Dennis Johnsen, PGA General Manager and Head Professional, Pine Meadow Golf Club, Mundelein, Illinois