Why Is Michael Kors Eyeing Golf Business?

According to the world clothing shoes and hats net, the United States

Michael Kors recently announced that it will sponsor the professional golfer Charl Schwartzel to test the water golf market, and Charl Schwartzel will serve as the brand's first golf ambassador and help Michael Kors expand.

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John D. Idol, the chairman and chief executive, said that although the brand had launched a shooting sports suit, golf courses had not been released before. The cooperation with Charl Schwartzel marked the brand's share with the competitors such as Nike, Adidas and Under Armour for the golf market.

The 33 year old Schwartzel won the masters in 2011. He said he was honored to work with Michael Kors to develop the brand sportswear. "As an athlete, what I can do is to provide performance data for the company to be included in the production line."

But Michael Kors says there is no plan to shoot advertisements for Charl Schwartzel yet.

In the current market, Michael Kors is more daring to restart the sports apparel line through golf category.

Before that, sports giants Nike and Adidas have already chosen to sell some of their golf plates.

Last May, Adidas officially sold three brands other than Adidas Golf to private equity KPS Capital Partners at a price of US $425 million.

At the most brilliant moment, the business sector brought 1 billion 340 million euros in revenue to the group, which was still in 2012.

Since then, business has gone from bad to worse. By 2016, the revenue of related businesses was only 892 million euros, accounting for only 5% of the group's total revenue.

In August 2016, Nike Golf announced its withdrawal from the golf club market, producing golf apparel and golf shoes only.

In fiscal year 2016, sales of Nike golf products fell 8.2% to $706 million.

In the environment of sports apparel industry's overall good arrival, the golf clothing category that belongs to sportswear also has different routes.

Although the United States used to be the largest golf market, accounting for 50% of the global golf market, it did not last long.

Under such circumstances, it is also possible to understand that the launch of golf series by Michael Kors, to a large extent, is to make use of the background of its own fashion brand to develop cross border lifestyle golf apparel instead of purely functional sports clothing.

In addition, Chinese young people have a strong sense of celebrity effect. Michael Kors again smartly uses Star Marketing to attract the attention of Chinese consumers.

What's more, Asia is the lifeline of major brands in the weak American market. HSBC, a report on the world golf environment in 2020 (Golf 's 2020 Vision), shows that the future development of golf is in Asia.

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