Will non-golfers gravitate towards luxurious golf attire? PXG thinks so

SCOTTSDALE, Ariz. — On Friday, PXG — the Scottsdale, Ariz.-based golf gear and attire model — launched an organization first: a pop-up attire retailer, positioned within the newly-renovated luxurious wing of Scottsdale’s Vogue Sq. mall.

Whereas PXG operates greater than two-dozen brick-and-mortar outposts worldwide, the Scottsdale pop-up is the primary to characteristic attire solely — no gear. The location of the storefront is intentional: Scottsdale Vogue Sq. is a premier buying vacation spot within the larger Phoenix metropolitan space. The mall has undergone a renaissance lately, investing in new restaurant area and renovating current corridors. For PXG, sandwiched between neighbors like luxurious manufacturers Prada, Dolce & Gabbana and Versace, the hope is to draw a high-end buyer who could not even essentially play golf, stated PXG Attire’s president and government inventive director Renee Parsons, who lately took on a brand new function as PXG’s CMO, and can lead the model’s advertising and marketing globally.

“We needed to distinguish and determine the attire aspect of the enterprise for our shoppers, and in addition create extra consciousness that we even have attire as a model,” Parsons stated forward of the pop-up’s grand opening. “And so by doing so, we had been like, okay, this spot is tremendous seen. You’re in entrance of numerous shoppers, completely different varieties of individuals, a few of them are non-golfers. A few of them received’t even know what PXG is, some will know what PXG is however they received’t know that we even have attire. So this is a chance for us to place this product providing for PXG entrance and heart and have a standalone boutique with simply these merchandise in it.”

PXG Attire’s design philosophy is centered round creating luxurious items that aren’t solely acceptable for golf, but additionally transition seamlessly into different environments, like errands and eating places — an aesthetic that Parsons is anticipating to resonate with Vogue Sq.’s clientele.

The pop-up is brightly lit and luxuriously appointed, and feels extra like a everlasting fixture than a short lived storefront. Relying on how issues go within the coming months, the pop-up may, in principle, lengthen its lease. However Parsons stated the pop-up’s placement is meant as extra of promoting alternative for model consciousness, aligning with the peak of the Arizona golf and vacationer season and the world’s accompanying occasions, just like the upcoming WM Phoenix Open.

“We predict that is the correct time to do that and to reveal our model to new and completely different folks,” Parsons stated. “Clients need that in-person expertise, they need to interact with the manufacturers, they need to contact and really feel the merchandise. And for our model it’s actually vital, as a result of our merchandise are elevated, particularly within the golf area, and it’s laborious to convey that on a web site.”

Parsons is a golfer, too, and isn’t solely actively concerned within the design course of of every new assortment, but additionally wears the objects on and off the course. The efficiency factor of every piece in a given assortment is a core precedence.

“I’m a golfer. So we discuss that after we design collections,” she stated. “Each bit has to have the ability to perform and carry out on the course.”

To assist promote the pop up’s opening, PXG had a variety of particular occasions and giveaways deliberate over the following few months — together with a grand-prize giveaway of an electrical Moke — valued at greater than $25,000 — to a fortunate shopper. The Moke is presently on show on the pop-up’s entrance.

For for data on PXG Attire and the pop-up retailer, click on right here, and have a look contained in the Scottsdale pop-up by scrolling by way of the photographs under.