MILAN, Feb 17, 2006 / --- On the eve of the Milan womenswear season, an interesting fact emerge – ‘high-tech golfwear, whether it’s the latest haute-tailored wetness and wind-resistant outfit or trend-setting footwear and gloves, is redeeming an otherwise sluggish golf equipment market.’

The report by Packaged Facts, a division of Marketresearch.com, ‘The U.S. Market for Golf Equipment’ that was released yesterday underlines ‘that such innovation will remain the most significant factor in driving sales of golf equipment to $6.7 billion by 2010, the report notes.’

"Golf fashion is no longer considered stale and stodgy, which is evident as the trend to accept fashionable golfwear as 'business casual' continues to drive sales upwards," commented Don Montuori, the publisher of Packaged Facts in a statement.

"Thanks in part to the success of high profile professionals who are helping to reshape the image of golf in a positive and hip way, the appeal of golf to younger generations, women, and more diverse ethnic groups is starting to evolve," Montuori added.

Packaged Facts projects that while sales of golf clubs, balls, and bags-once seen as major sales drivers-will continue to decline as the popularity of the sport wanes, golfwear, particularly apparel, will continue to grow steadily as changing demographics within the golf circuit cause a shift in fashion expectations.

Apparel, footwear, and gloves reached $2 billion in 2005 and are expected to continue to climb to $2.4 billion by 2010.

With the rising costs of club memberships and an industry shift toward high-priced, high-tech clubs and balls, the costliness of the sport has caused significant fallout of both core and occasional players. However, marketers have not lost their focus on the potential expansion of the market through innovative cross-selling into less traditional demographic sectors.

For more information about ‘The U.S. Market for Golf Equipment’ research, please log on: www.packagedfacts.com/pub/1189456.html

It is also available at MarketResearch.com.