Case Quesstions

What is the rationale behind using a longitudinal research design?

What has TimeOut offered out of this research to the clothing manufactures? In other words, what are the industrial implementations out of the 2008 research?

When did Adidas and Nike introduce the women golf clothes? What do you call this marketing strategy?

Name three women golf brands, and discuss their marketing strategies briefly.

Women's Golf Apparel Market is in "Full Swing" , there were about 26.2 million golfers in the United States, and of that number, women comprised 25 percent and represented one of the few growing segments in the long-stagnant golf market. Although women comprise a smaller percentage of all U.S. golfers, they purchase more than 50 percent of all golf products, excluding golf clubs, according to the Women's Sports Foundation. This trend has led traditional golf brands to introduce women's lines and open women's-only golf stores around the country to cater to the needs of neglected female golfers. To meet this growing demand, TimeOut, a division of King Louie International (www.kinglouie. com/timeoutforher), now offers a full line of LPGA-licensed clothing. In order to ascertain what this large mass of women golfers expects and wants in their golf clothing, TimeOut created Fairway Forum, a panel of female golf enthusiasts that provides insight into women's apparel tastes. Women who have been recruited to this panel participate in focus groups and surveys. Because the women belong to the panel. multiple surveys measuring essentially the same variables can be conducted on the same set of respondents. thus implementing a longitudinal design. What TimeOut has learned is that with the passage of time women are becoming more and more serious about their golf game and wish more LPGA events were televised. Additionally, TimeOut discover women are extremely eager for new brands to hit the market, as traditional brands do not of selection to meet their tastes. These women do not want to wear reformulated versions apparel nor do they want to scamper about the course in "cutesy clothing, and finally, these want to encounter other women wearing the same outfit. These ladies are hungry for more va demanding it in the marketplace. This research further indicated that female golfers want apparel that is both functional and For example, they want deep pockets to keep balls in while going around the course. The helped determine some of the underlying psychological factors that women link with their Although these women want to be treated as athletes, they also want to be treated with respect, an feelings have become more intense over time. TimeOut's Fairway Forum panel has been an excelle in assisting sporting goods and apparel manufacturers in designing clothing to meet the needs growing and changing golf segment. The demand for women's golf apparel has grown over time, ex ing $250 million per year in 2009.10 to wear reformulated versions of men's golf sy" clothing, and finally, these women do not are hungry for more variety and are it is both functional and attractive. nd the course. The forum also women link with their apparel. ith respect, and these een an excellent help the needs of this