Will non-golfers gravitate towards luxury golf apparel? PXG thinks so

SCOTTSDALE, Ariz. – Friday, PXG — Scottsdale, Ariz.-based golf equipment and apparel brand. — first launched a company: an open-air clothing store located in the newly renovated upscale wing of Scottsdale’s Fashion Square mall.

While PXG operates more than two dozen brick-and-mortar outposts worldwide, the Scottsdale pop-up is the first to feature only apparel — no accessories. Storefront placement is intentional: Scottsdale Fashion Square is a premier shopping destination in the greater Phoenix metropolitan area. The mall has undergone a renaissance in recent years, investing in new restaurant spaces and renovating existing corridors. For PXG, nestled among neighbors like luxury brands Prada, Dolce & Gabbana and Versace, the hope is to attract a high-end customer who may not necessarily play golf, said PXG Apparel’s president and chief creative officer. Renee Parsonswho recently took on a new role as CMO of PXG and will lead the brand’s marketing globally.

“We wanted to differentiate and identify the apparel side of the business for our consumers, and also create more awareness that we also have apparel as a brand,” Parsons said before the pop-up’s grand opening. “And so doing that, we were like, okay, this place is super visible. You are dealing with many customers, different types of people, some of them are not golfers. Some of them won’t even know what PXG is, some will know what PXG is, but they won’t know we even have clothing. So this is an opportunity for us to put this product offering for PXG front and center and have a standalone boutique with just these products in it.”

PXG clothing design philosophy is centered around creating luxurious pieces that are not only appropriate for golf, but also transition seamlessly into other settings, such as work and restaurants—an aesthetic that Parsons expects will resonate with Fashion Square’s clientele.

The pop-up is brilliantly lit and luxuriously placed and feels more like a permanent fixture than a temporary storefront. Depending on how things go in the coming months, the pop-up could theoretically extend its lease. But Parsons said the pop-up is intended more as a marketing opportunity for brand awareness, in line with the height of Arizona’s golf and tourism season and accompanying area events, such as the upcoming WC Phoenix Open.

“We think this is the right time to do that and expose our brand to new and different people,” Parsons said. “Customers want that personal experience, they want to engage with brands, they want to touch and feel the products. And for our brand it’s really important because our products are elevated, especially in the golf space, and it’s hard to convey that on a website.”

Parsons is also a golfer and is not only actively involved in the design process of each new collection, but also wears the items on and off the course. The performance element of each piece in a given collection is a key priority.

“I’m a golfer. So we talk about that when we design collections,” she said. “Every part has to be able to function and perform on the course.”

To help promote the opening of the pop-up, PXG had a number of special events and giveaways planned over the next few months — including a grand giveaway of an electric Moke — valued at more than $25,000 — to a lucky buyer. Moke is currently on display at the window entrance.

For information on PXG Apparel and the pop-up shop, click hereand take a look inside the Scottsdale pop-up by scrolling through the photos below.