The Nineties in the shades

The nineties have spawned many changes in our perceptions of golf, not least in the area of equipment development. However, another area which has come out of the shade - forgive the pun - is that concerning fashion and, more specifically, fashion accessories. Like sunglasses.

Unfortunately, the Irish climate isn't what we'd all like in terms of sunshine - but, then, isn't that why Irish players are so good in the wind? And the rain? Nevertheless, the past few years have seen some of the younger generation (mainly) imitate professionals, of both genders, who have decided that sunglasses actually benefit their game, assuming of course that the sun is out when they're wearing them.

In fact, I've seen a number of amateurs in Irish championships wear the sort of wrap-around spectacles that would never have seen the light of day in their fathers' time.

Still, given the number of Irish golfers who go abroad on golfing holidays these days, outlets in this country have discovered a little niche in the market. Some might say it was a glaring opportunity that couldn't be missed. Sorry.

As with most things, though, the increase in sales has come about because some of the game's top players have deemed it beneficial to wear them. David Duval is probably the highest-profile wearer of the glasses, but Steve Jones, Annika Sorenstam, Karrie Webb and, on the European Tour, Robert Allenby, Jarmo Sandelin and Patrik Sjoland have also been known to don them.

So, when did the latest must-have fashion item first infiltrate the golfing market? Well, would you believe that Bolle were the first to launch specific sunglasses for golf in 1991. Since then Oakley and Reebok, among others, have followed suit.

In the last seven years there have been many changes. Initially, those wearing the sunglasses were told they resembled spacemen, so heavy and bulky were the glasses. Nowadays, however, the models are lightweight and durable and are designed to block out virtually all wind and sunlight without interfering with peripheral vision. At least that's what the marketing people claim, and more and more professionals are listening.

The most recent sunglasses to hit the market-place bear little resemblance to those of the early 1990s. These ones are - would you believe - made of titanium and graphite and, apart from "protecting the player from wind," also provide contrast so that the player "can see the greens easily".

Be that as it may, manufacturers admit that the biggest worry is that most people are wary of anyone who wears sunglasses on the golf course and find them intimidating. "Many people think of sunglasses as an image," admits Michael Bustmante, the sales manager with Bolle, "that anyone who wears them has an attitude. It's a misconception and we need to clear it up."

Sales And Marketing

For anyone involved in golf equipment sales, the Orlando Trade Show each year is where it happens. However, the European industry is refusing to let the Americans have it all their own way and it has been decided to move GolfExpo '99 to a new date in February.

Next year's event, organised by the European Golf Industry Association (EGIA) and supported by the PGA, will take place at the NEC in Birmingham on February 21st-24th. Notably, it takes place after the Orlando extravaganza and is strategically placed at the start of the golfing calendar.

"It'll be the most important trade show in Europe," insisted Bob Clark, the EGIA chairman. "The industry needs an event that provides a comprehensive product and service forum with interactive feature attractions."

Dublin-based John Ennis, the vice-president Europe/Africa of MacGregor Golf, estimates that the trade show will be attended by around 60 Irish professionals/shop owners who find it invaluable in planning their sales and marketing strategy for the year. Indeed, the Irish retail market continues to grow and is worth almost £150 million annually and is the fifth most lucrative in Europe after Britain, Sweden, Germany and France.

GolfExpo '99 is being billed as a "total golfing experience" with live displays, features and demonstrations. Audience participation is guaranteed with many interactive features from a fashion show and virtual zone, to a putting green and coaching area. And, of course, all the newest golf developments will be on display. For more information, contact 0044-1704-500580.