On Mon, Feb 27, 2012 at 2:10 PM, Dave Sikula <[email protected]> wrote: > I have to laugh when I see the description of Eastwood's proposed > channel; exactly what is the "golf lifestyle?"
I actually know the answer to this. Department stores sold everyday stuff to everyday folks on the lower floors and had boutiques on the upper floors. Each store (then chain) would have exclusive contracts with designers and would advertise that to bring customers in. After WWII, with disposable income rising and competition coming from the suburbs, the stores phased out the boutiques and gave designers space on the lower floors. That's why, if you go to the clothing section of a Macy's or similar store, the clothes are separated by Ralph Lauren, Tommy Bahama, etc, apart from other shirts, pants, suits, etc. The stores also brought exclusive design to other departments like housewares. So at the corporate marketing level, the question came up of how to market across departments. They took items of similar design from different departments and grouped them together so that salespeople from one department could direct a shopper to another department for similar items and hopefully drive impulse sales. For example, in the sixties, if a young woman came into a store to try on polka dot skirts, the salesperson could let her know that there were also some new, mod, polka dot designed tea kettles in the kitchen wares section. The word the marketing people came up with for this cross department grouping was lifestyle. So, in short, a golf lifestyle is all the stuff you can sell a golfer that may not be used on a golf course. And a golfer, by demographic, is 25-65, white, male, and has some money. It's a demographic that is highly tied to brands already chosen and hard to reach. Golf by no means has universal appeal, but it's the best way so far to reach the demographic. -- TV or Not TV .... The Smartest (TV) People! You received this message because you are subscribed to the Google Groups "TV or Not TV" group. To post to this group, send email to [email protected] To unsubscribe from this group, send email to [email protected] For more options, visit this group at http://groups.google.com/group/tvornottv?hl=en
