Peter Millar brings color to the fairways
Monday, February 8, 2010
Peter Millar is off to a great start in 2010. Two victories in the first five tournaments of the season, a top-notch list of 16 PGA Tour players and they were recently announced as the official U.S. Ryder Cup Team apparel sponsor.
So, what is it about Peter Millar that people love? It must be the vibrant colors, quality fabrics and traditional styles.
The 2010 collection includes an extended line of bright colors, some of which feature various patterns on the polo plackets. For example, this plain white polo is no longer seen as plain, they’ve added a paisley pattern to the inner part of the placket that extends around the entire neck. This type of detail adds a new element to the once casual white polo and definitely dresses it up.
Peter Millar’s winning combination also was supported when star ambassador Steve Stricker as he won the Northern Trust Open, which moved him into the No. 2 spot in the Official World Golf Rankings. Stricker was wearing the Diagonal Fine Twill Lisle in pomegranate. It’s made with a three-button placket and mercerized, long staple Egyptian cotton and it retails for $98.50.
Definitely known for being a luxury brand – and popular for their cashmere collection – Peter Millar spares no expense when creating or expanding their brand. Not only do they have a deep roster of PGA Tour players and big plans for the 2010 Ryder Cup, they also partnered with NBC late in 2009 to be the official apparel sponsor for NBC’s on-air golf broadcasters in 2010. Sports marketing and golf specific commitments such as this prove that the Peter Millar brand is making a conscious effort to continually improve their current position in the marketplace.
At the end of the day, consumers usually care about cost vs. the durability of a product. If it’s going to last for eons then it’s understandable to pay a little more, however if a product doesn’t hold up over time, people will talk and companies will end up struggling to survive.
Peter Millar only came into existence in 2001, and already is gaining some serious respect in the industry. As a traditionally revered brand, Peter Millar will most likely be around for the long haul and it will be interesting to see what branding, partnerships or endorsements they have in their future.