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

SCOTTSDALE, Ariz. — On Friday, PXG — the Scottsdale, Ariz.-based golf tools and attire model — launched an organization first: a pop-up attire retailer, positioned within the newly-renovated luxurious wing of Scottsdale’s Style 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 tools. The location of the storefront is intentional: Scottsdale Style Sq. is a premier purchasing vacation spot within the larger Phoenix metropolitan space. The mall has undergone a renaissance lately, investing in new restaurant area and renovating present 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 govt artistic director Renee Parsons, who lately took on a brand new position as PXG’s CMO, and can lead the model’s advertising globally.

“We wished to distinguish and determine the attire facet 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 a whole lot of shoppers, totally different varieties of individuals, a few of them are non-golfers. A few of them gained’t even know what PXG is, some will know what PXG is however they gained’t know that we even have attire. So this is a chance for us to place this product providing for PXG entrance and middle 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 Style Sq.’s clientele.

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

“We predict that is the precise time to do that and to show our model to new and totally different folks,” Parsons stated. “Prospects need that in-person expertise, they wish to interact with the manufacturers, they wish 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 exhausting to convey that on an internet 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 gadgets on and off the course. The efficiency aspect of every piece in a given assortment is a core precedence.

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

To assist promote the pop up’s opening, PXG had quite a few 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 at the moment on show on the pop-up’s entrance.

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