April 2006; From PGA Magazine

When Leslie Chow tells you her new Iconic™ Sport golf line is out of this world, she may be speaking from experience. The San Francisco-based designer received an MBA from Stanford University, worked as a research scientist and program manager at NASA before deciding to get into the golf apparel business.

Now she’s trying to launch a ladies line that she says targets stylish, active women golfers in the 35-to-55 age range. “I am convinced that there is a demand for this type of golf clothing, which is suitable on and off the course,” Chow says. “There has been much more progress in terms of style, performance and fit in other sports apparel – such as yoga clothing, biking clothing and active outdoor clothing – so I know it can be done.”

According to Chow, the line is about sophisticated styling, a flattering fit, golf-specific performance and high quality that appeals to the core woman golfer – one who plays eight to 24 times a year and is an average age of 51, according to a 2001 survey from GOLF 20/20. Chow herself is a longtime avid golfer who says she understands good engineering design. She also says her years as a senior executive and management consultant should help her on the business side.

“Hopefully, I can use this experience in avoiding some of the pitfalls of early stage companies and to help the company wending its way to success,” she adds. The Iconic Sport line, manufactured in the U.S., features price points between $75 and $200.

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There’s a new member of the Callaway golf family. In addition to equipment and apparel, the famous logo can now be found on a complete line of upscale Callaway Eyewear.

“As Callaway Golf became familiar with our patented lens technology, they saw a perfect fit for an eyewear program, as we maintain the same philosophy in quality, innovation and performance,” says Marcel Schiro, vice president of sales and marketing for Callaway Eyewear.
The company’s strong point is its lens technology, which includes an ocular protection factor and maintains a balance of “good” light transmission, according to Schiro.

“Neox lenses have been found to be the finest for overall visual acuity,” he says. “We are truly a golf specific lens that allows for game enhancing features, including tracking ball flight better, advanced depth perception, better vision in all light conditions and reading greens more efficiently.”

And it certainly doesn’t hurt to have the Callaway name on your product. “Although our product hinges on the advanced technology of our Neox lens process, being affiliated with the No. 1 company in golf is foremost for branding our product,” Schiro adds. “Those individuals who may not be aware of Neox will certainly recognize the Callaway golf brand as always being on the leading edge.”

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As Divots Sportswear celebrates its 30th anniversary in the golf business this year, the company is keeping its focus on the future – offering a mix of fashion and performance pieces, as well as a large in-stock offering.

“Divots has been able to stay with the changing trends in the industry,” says Bob Friedman, the company’s owner and CEO. “We are focusing more on performance fabrics, easy care, and moisture management, and will continue to offer the highest-grade mercerized apparel with collars that hold up better and resist curling.”

The fall 2006 line consists of silk/cashmere sweaters, mocks, vests, long- and short-sleeve shirts in 70-percent cotton/30-percent CoolMax and 60s double mercerized in long- and short-sleeve silhouettes with double-face Lycra collars. Divots Sportswear also offers personalized leather belts, as well as a very successful golf towel program.

“Our staying power comes from many years of reinvesting in the business,” says Friedman. “Most of the profits are used to increase inventory, buy updated embroidery equipment and finance our own receivables.”

Friedman also says his company fills a niche that some of the larger companies have left behind – offering low minimums on embroidery, quick service, good quality at a reasonable price, large in-stock inventory, private label capabilities with low minimums and excellent customer service. “We have a seasoned sales force that understands the needs of the green-grass industry,” he adds. “We are gaining momentum in the top resorts and better clubs due to our quality and price.”