For years, trunk shows have been a popular way to show off new fashions in the wedding industry. Now, one country club has taken the idea, repurposed it, and applied a golf-related spin, with great success.
Crystal Lake Country Club in Illinois has hosted a trunk show since 2000 to display the newest offerings in golf fashions and accessories to its women members. The annual showcase has grown in popularity and typically accounts for as much as $15,000 in sales. Not bad for an event that lasts about two hours.
For its show, the club invites both fringe and high-end companies to attend. This gives members a chance to look at the newest styles and fashions, and either make a purchase or tell the staff members what they like or dislike.
“It really helps us make wise decisions regarding our summer and holiday buys,” says head professional Casey Brozek. “It’s a great gauge on how deep we need to buy.”
Cocktails are provided during the event, and staff members are available in the locker room to help with fittings and to take notes on the most popular styles. According to Brozek, the show serves as a reminder to be open-minded about placing orders, since the popularity of various items changes each year.
Because the event has worked so well for the ladies, the club is contemplating a combination show for men and women. By pairing it with one of the club’s popular dining nights, management sees a way to possibly bring in more couples and spark additional sales.
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