Welcome to this week's edition of Grow Golf. Knowing how the golf apparel landscape is changing, I thought it was time to get some expert insights.
I recently had the chance to catch up with Quentin Hill, CEO of premium golf brand iliac, for a candid conversation about what's really happening in the golf fashion world. While most of us are still figuring out if it's okay to wear joggers on the course (slowly raises hand), Quentin and his team are deep in the trenches of the industry, observing how preferences are evolving across all segments of the market.
What I love about how this interview went is that it goes beyond the typical "what's hot this season" talk. Quentin shares some fascinating observations about how retail strategies are adapting, where materials are headed, and how the whole TopGolf phenomenon is changing what we expect from our golf clothes.
So grab your favorite mid-day beverage and dive into today's newsletter. I think you'll find some interesting takeaways whether you're a fashion-forward golfer or just curious about where the industry is headed next.
C'mon, let's Grow Golf.
The golf apparel industry continues to evolve at a rapid pace, shaped by changing demographics, new play formats, and shifting consumer preferences. This week, we sat down with Quentin Hill, CEO of luxury golf brand iliac, to explore the broader trends affecting premium golf apparel and retail strategies in today's market.
From the impact of pandemic-era golfers to the rise of off-course experiences, our conversation offers valuable perspective on where the industry is heading and how different segments of the market are responding to these changes.
A Conversation on Golf Fashion Trends and Retail Innovation
Grow Golf: How are luxury golf brands adapting to the influx of younger players who entered the sport during the pandemic? What style preferences are you seeing from this demographic?
Quentin: We've seen traditional brands remain true to who they are within their core line and sprinkle in collaborations with "trendy" brands among new golfers. Brands such as Malbon, Eastside Golf, and others have really taken the spotlight for challenging what a golf shirt, golf pant, and golf shoe truly are, naturally attracting the younger demographic.
Grow Golf: We're seeing a blend of traditional and modern aesthetics in golf wear. How do you balance heritage design elements with contemporary fashion trends when developing new collections?
Quentin: We are an anomaly in the way that we seek to make the best product we possibly can, then price accordingly. As a recent example, we spent a week in Italy to close 2024 designing new leather offerings. Most of our clients design their pieces from scratch, with some going as far as creating their own patented leather or fabric with us.
Our customer is the designer. We don't mass produce and hope our customer likes our designs. We built the only system that ships custom products in 14 days and we're grateful to work with clubs, corporations, colleges, and individuals that all have their own unique taste and create beautiful products.
GG POV: This observation highlights an important shift in the premium apparel sector. While mass customization has been trending across many industries, the golf world is seeing a genuine move toward bespoke experiences. This customer-as-designer approach represents a significant departure from traditional retail models and speaks to the growing desire for individuality among today's golfers.
Grow Golf: With the rise of off-course golf experiences like TopGolf and indoor simulators, how has this affected what customers are looking for in golf apparel?
Quentin: Individuals want products that don't need to be put on and taken off in the golf course locker room. They want something that they're proud to wear regardless of physical location. We see this as a trend likely to continue well into the future.
Grow Golf: What are the key price points and merchandise categories that you're seeing perform best in pro shop environments vs custom, individual e-com sales?
We have seen that our customer is looking at design and craftsmanship prior to pricepoint. We often say that we will never win on price, however we will win on customization, service, and quality. We're typically a 25-50% premium on price and believe it speaks volumes that 67.5% of our clientele are returning customers. Our client is the discerning individual that values quality and uniqueness.
Grow Golf: What emerging fabric technologies or sustainability practices do you think will become standard in premium golf apparel over the next few years?
These are two very good separate questions. Firstly, I think recycled polyester will continue to hold the large majority of market share. It is inexpensive, it stretches, and it is easily customizable via sublimation. We will continue to differ from the status quo. We source the highest end Italian Wool, add stretch technology, and offer these materials for both our Tour Pant as well as our Carlsbad Collar shirts. It is 8 times more expensive than polyester and the look, feel, and lifespan speak for themselves.
Grow Golf: Are there any particular color trends or design elements you predict will be significant for the upcoming seasons?
We feel we'll continue to see blues and whites this upcoming season. As for fit, iliac has always offered a European, flattering fit and we will continue this tradition.
Grow Golf: How can pro shops better merchandise and tell the story of premium brands like iliac to justify higher price points to customers?
This is again a wonderful question. Allowing us to install our Grandstand Display and Antique Partnership Frame in shops have drastically increased sales. One of our local clients, The Grand Del Mar, sent one of their merchandisers to our factory to learn about the brand and upon returning he presented a powerpoint to the rest of their team about our strengths and how we can bring the most value. We felt this hands-on approach was brilliant… Imagine the level of knowledge and the value merchandisers and pros could bring to their members they had an in depth lesson on a brand a month that they carry!
GG POV: This insight addresses a fundamental challenge in premium retail education. The suggestion of immersive brand education for pro shop staff represents a potential breakthrough in how golf merchandising could evolve. As consumers become more discerning and value-driven, the ability to effectively communicate quality differences, production methods, and brand stories becomes increasingly crucial for justifying premium price points across the industry.
Key Takeaways
What emerges from this newsletter is a picture of an industry in transition. Several key trends stand out that retailers and brands should be monitoring:
- First, the blurring lines between on-course and everyday wear continue to accelerate, driven by off-course golf experiences and changing consumer preferences. The days of golf-specific attire that lives only in the locker room appear to be waning.
- Second, the premium segment's emphasis on quality and craftsmanship over price point suggests a maturing market where discerning consumers are increasingly willing to invest in lasting pieces—particularly when they can participate in the design process.
- Third, while sustainable materials like recycled polyester dominate the market due to cost and functionality advantages, there remains a distinct space for ultra-premium natural materials with performance enhancements for those seeking differentiation.
And perhaps, the most actionable insight for those subscribers looking to effectively merchandise premium products in today's competitive landscape...
- The opportunity for pro shops to better educate staff about the brand (all aspects) and create more immersive brand experiences for the brands that align best with their members/customers.
As golf fashion continues to evolve through 2025 and beyond, the successful brands and retailers will likely be those who can effectively navigate these trends while maintaining authenticity and delivering genuine value to increasingly knowledgeable consumers.
Last, if you want to connect with Quentin, or learn more about iliac, send me a note or drop me a DM on Instagram or LinkedIn. I'd be happy to introduce you.
I hope you enjoyed this week's newsletter. If you did, pass it along to a colleague who could learn a thing or two from it. Let's Grow Golf, together.
See you next week,
-Rich
ICYMI
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