Ashley Hayes, AGM,Merchandise Manager Golf and Tennis,Thornblade Club,Greer, South Carolina
Ashley Hayes, AGM, at Thornblade Club in Greer, South Carolina, believes in taking headwear out of the golf shop for maximum exposure.
“Typically, I add one or two new hats to our front table, but I don’t usually set up a dedicated display,” she says. “Instead, we prefer taking our hats on the course to feature in social media posts and generate excitement.”
Brands Thornblade Club carries include Imperial, American Needle, Richardson, G/Fore, Pukka and VimHue. The club tries to introduce new hats every three to four weeks during the golf season, which aligns with its typical posting schedule, primarily using Instagram to showcase these releases. The shop also uses “Name Droppers” – or hats featuring logos that offer a subtle nod to familiar designs – providing a creative way to incorporate its own branding while continuously refreshing the hat collection.
“Typically, right after an Instagram post showcasing one of our new hats, we see members coming in either the same day or the following, eager to grab the hat they saw online,” Hayes says. “For smaller, more limited hat drops, we often receive direct messages to reserve the hat and charge the member’s account.”
Hayes says choosing hat designs is a collaborative effort and that she makes a point of asking some of the younger “trendy” staff members for input, as well as carefully observing what members are gravitating toward. One of her fastest-selling hats has been a nod to a popular local breakfast establishment.
“Social media has undoubtedly been a driving force in bringing members into the shop,” Hayes says. “We consistently showcase new drops, whether its apparel, hats or golf bags, especially when we have limited releases or exclusive stock.”
Imperial Headwear leads its 2025 line with the Small Batch Program focusing on exclusivity and trend-driven appeal. This initiative features limited drops that include two-tone options for classics like the Harrison Two-Tone and Unsung; perforated options for best sellers such as the Wrightson Perf and Wingman Perf; and new colorways for the Original Buckle.
“At Imperial, every design is founded on our commitment to high quality, sustainability and purpose,” says Dan Parenti, Senior Vice President of Product Development. “This new collection is our latest effort to manage operations sustainability while providing innovation and style that emphasizes our quality craftsmanship and meticulous attention to detail.”
Imperial’s domestically produced embellishment enhancements include:
• 3D Micro Patches offering small embroidered custom shapes ideal for detailed logos with small elements.
• Chenille Patches, which provide luxurious, textured heat-applied patches for bold designs with a uniform background.
Also look for Imperial’s new in-stock colorway, smokey taupe, which will be added to styles L210P and Y210P.
Shade Headwear, which entered the golf industry in 2024, introduces new fabrics proprietary to the brand. These include Wide Wale Corduroy, more of a mid-rib than a wide-rib that is softer with a more refined hand feel, and Active Poly Lite, whose soft-to-the-touch hand feel is something not commonly found in a polyester fabric blend, according to co-founder James Thompson.
“The industry continues to demand higher quality fabric options, and as we committed from the onset, a majority of our fabric offering is proprietary to Shade,” he says. “As we continue to expand our fabric offerings, we are looking for alternative ways to incorporate new ideas into common shapes and fits, and shift customer expectations away from what we deem as rather traditional options.”
At the same time, Shade presents a color palette that leans toward subtleness and away from deep, saturated tones. Additionally, the company is redefining its cotton fabric strategy, as Thompson believes the market is trending away from traditional cotton and toward pre-production wash techniques like Shade’s Enzyme Vintage Wash. “We are even going as far as lightly washing our lightweight cotton pre-production for a more vintage look and feel,” he adds.
VimHue, known for stylish and comfortable hats designed specifically for women, is expanding its line with a cold-weather headwear collection for fall 2025. New styles include cozy beanies and sueded cotton casuals, which allow women to play more comfortably longer into the year.
The company is also ramping up its decorating capabilities with cross-stitch embroidery, 3D embellishments and custom patches, while also keeping its commitment to exclusive seasonal color palettes that “make each release truly unique.” VimHue’s in-house, limited-edition drops have become fan favorites, according to the company, which will be bringing more of these to market this fall and beyond.
“It’s an exciting time in the golf headwear market: women are finally getting their well-deserved spot on the course, and it’s time to ‘par-tee,’” VimHue Founder Katy Lim says. “For far too long, women’s golf headwear has been an afterthought, but the game is changing and we’re leading the charge.”
Mallory Wilvert, AGM,Merchandise Manager,TPC Sawgrass,Ponte Vedra Beach, Florida
According to Mallory Wilvert, AGM, Merchandise Manager at TPC Sawgrass in Ponte Vedra Beach, Florida, the wide variety of headwear options in a golf shop can be overwhelming for customers. To simplify the decision-making process and make it more enjoyable, the TPC Sawgrass staff has begun including hats on table displays that complement the apparel items. This not only makes it easier for guests to match a hat with a polo or layering piece; it also narrows down the selection, making it a seamless shopping experience, she says.
“Many guests tend to grab a hat and walk around the shop in search of a matching outfit, so this merchandising strategy ensures they can find what they need quickly,” Wilvert says. “Additionally, some customers may overlook the headwear section entirely, but by placing hats on tables throughout the shop, we’ve increased visibility and boosted sales.”
During The Players Championship, held in mid-March at TPC Sawgrass, women’s headwear cubbies were swapped out for a nesting table, creating a lighter, more dynamic display. The table showcased a variety of hats, visors and straw hats from brands like Imperial, Aviator Nation and Nikki Beach, appealing to a broader range of customers, according to Wilvert.
“We also added a mirror to help guests visualize their choices, enhancing the overall shopping experience,” she adds. “This approach – transitioning to a table display – not only made the headwear easier to see and reach, but has also contributed to increased sales.”