Taylor Brisson, the new product manager of soft goods for Callaway Golf Canada, has her hands full this buying show season with a new in-house sales strategy and rolling out a more vibrant Callaway line.
Brisson worked on the distribution side of the golf business through the family-run Brisson Sports and Marketing, which distributes brands such as Club Glove and Legendary Headwear among others, and worked last year as Ontario rep for the high-end Galvin Green line in a tough economy at the time.
While that may have been a challenge, she says the experience prepared her for her current task as Callaway apparel continues to evolve. Traditionally handled by an outside distributor, the line will now be handled by Callaway reps.
“It was an out-of-house situation where we never had to touch it and now, this year, it’s being run within,” said Brisson.
“One really nice point about it is that all of our accounts will have the luxury of dealing with one contact,” she added. “Our reps who are in there all the time doing demo days, selling the rest of the product line, they’ll also be the contact for apparel.”
As Callaway brought the sales of the apparel line under its umbrella, Brisson has also been working with designer Perry Ellis and the Callaway apparel team to introduce a more vibrant, textured look that differs from previous years.
“It’s nice to come into the market with something that’s different. For year’s we’ve been sort or a traditional brand – mercerized cotton and a more, traditional, older fit,” she said, emphasizing the new line hasn’t gone from one extreme to the other.
Instead, according to Brisson, the new Callaway line that buyers will preview at the shows, falls somewhere in the middle of traditional and extreme fashion-forward.
“We fall somewhere in the middle, sort of a nice all-accommodating fit, so you still get something that flatters the body for men and women – we’re doing both – but it’s not a tight, fashion-forward fit,” said Brisson.
“This year, they’ve reinvented it a little bit, just to make it a little more youthful. There are some brighter colours, more fashion stories with it, rather than just individual, essential items. You can really see a different design flavour because of the new design team behind it,” she said.
“They’ve really played up fabric usage this year. There’s a lot of really nice detail in terms of texture of pattern or really nice jacquard where they’ve woven some kind of subtle design into the fabric,” she said.