Perry Ellis International has re-launched the e-Commerce site for Callaway Golf Apparel. The site offers U.S. and Canadian customers a fully branded online shopping experience, and will be available in Latin America by mid-November. In addition to showcasing the brand’s entire inventory, Callaway Golf also will publish behind-the-scenes videos and golf tips, which “tend to be very successful with the online audience” according to Joakim Wijkstrom, CMO of Perry Ellis International.
“In terms of the content, we’re primarily looking at video,” said Wijkstrom in an interview with Retail TouchPoints. “Hopefully, we’ll do some shoppable video. We obviously do catalogues and other shoots, and we have sponsorships with athletes and golfers, so we’re hoping to extend the campaigns that we execute with our athletes into this space as well.”
Perry Ellis International has designed, manufactured and distributed Callaway Golf sportswear apparel since 2009. According to Wijkstrom, the partnership grows stronger every day, and “members of the Callaway team are confident in our ability to deliver on our brand in the sportswear arena.”
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Social media insights and user-generated content also will be integrated into the web site to create a more robust and engaging shopping experience. Perry Ellis International already powers Callaway’s substantial social media presence, which includes active Facebook, Twitter, Instagram, YouTube and Pinterest accounts.
“Callaway is a very premium brand, so in some ways, it has been perceived as a country club,” Wijkstrom said. “I think that the opportunity for us, particularly with social media, is to attract aspirational golfers who are looking for the authentic golf experience.”
Although the e-Commerce site strictly sells golf apparel, the fashion showcase serves as a compelling shopping destination for golfers and non-golfers alike. Among the collection includes polo shirts, pants, shorts, outerwear, rain gear and belts.
“We are excited to continue strengthening our partnership with Perry Ellis International,” stated Mark Leposky, SVP of Global Operations for Callaway. “They are leaders in the golf apparel industry and we have utmost confidence that this new dotcom initiative will be successful and mutually profitable for both our companies.”
