Modern sports have become a symbol of changing society and lifestyle. As social class has exerted no influence on participation in sport, many people, regardless of their age and sex, enjoy sports. Golf, particularly exemplifying such social change in...
Modern sports have become a symbol of changing society and lifestyle. As social class has exerted no influence on participation in sport, many people, regardless of their age and sex, enjoy sports. Golf, particularly exemplifying such social change in sports area, has been developed in different way from other sports. Korean players’ eight-time victories on LPGA tour in 2010 impressed upon the world the potential of Korea’s Women’s Golf and triggered Korean domestic golf apparel market to be more developed. Accordingly, golf apparel industry has been specialized and expanded and the competition among brands became fiercer. From this market change, companies have utilized sponsorship for professional golf players as marketing strategy to differentiate themselves from others. However sponsorship which only focuses on promoting their products finally resulted in hindering fashionable and creative styling of golf players on the green. Excessive exposure of the sponsor’s brand logo rather caused a feeling of repulsion in people who watched the players’ outfit.
This study aims at proposing a new direction in compensating the defect of sports sponsorship which is most fast growing in the area of sports marketing and in improving the image of both golf players and their sponsoring brands by developing and researching various designs and styling of golf apparel for the female professional golfers based on the functionality.
This study was designed to examine current situation of domestic golf apparel industry and the problems of sponsorship marketing by adopting the method to establish theoretical background of golf apparel styling through researching documents and materials ranging from academic articles to golf specialty publications, to analyze golf-related design materials, domestic and foreign fashion specialty publications, and internet materials, and to empirically conduct a field survey. From the process of complementing the defects which were drawn from the styling research of the national and international female professional golfers, nine sets of golf apparel with functionality and sense of fashion are designed and their styling is created.
This study unfolds in the following stages.
In the first chapter, the objectives and implication of the study, methodology and study context are presented.
The second chapter, first of all, reviews the history of golf and golf apparel based on the literature survey and photographic materials. And the current situation of domestic golf apparel industry and its development is discussed. Secondly, 2011 Spring/Summer season colors, materials and designs of ten representative domestic golf apparel brands which are providing sponsorship to the players are analyzed through the field survey, in order to consider the definition of sports marketing and sponsorship and analyze the current situation of golf apparel brands’ sponsorship. Thirdly, the concept and elements of styling are examined and the impact and the necessity of it are also proposed.
In the third chapter, the differences between domestic and overseas female golf apparel styling are discussed. As a result, the problems of the domestic golf apparel styling such as overexposure of sponsor’s brand, oversized logos, overemphasis on new products without considering golf players’ own style and fit, function-oriented styling and reckless use of vivid colors are derived from the comparative analysis.
In the fourth chapter, based on the market research covering ten different sponsoring brands new colors, materials and designs are suggested according to three concepts; Traditional, Stylish and Active sports.
Three styling concepts are proposed in terms of theme. First, the ‘Illuminate Chic’ concept of ‘Neo-traditional theme’combines British traditional look with American Preppy in the modern and flexible way. Secondly, in the ‘Visionary Luxe’ concept of ‘Stylish casual theme’, luxurious gold look with glamorous and rich colors are proposed. Thirdly the ‘Temperate Reformer’ concept of ‘Sports theme’ visualizes positive energy with the creative silhouette and colors.
Based on the nine works of golf apparel design, styling for the domestic female professional golf players is proposed with the additional styling elements such as accessories, hair style and makeup in order to create favorable image of them.
As a result of this study, new styling may help Korean female golf players not only to enhance their golf performance but also play game in style on the green. Thus this study has an implication to flatter the outlook of Korean female golf players and reinforce their prestige on the international stages.
Through the follow-up research on the golf apparel styling, sponsorship marketing which takes place between the players and the sponsors is expected to systematically evolve and expand further as a powerful marketing tool.