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Posts Tagged ‘#golffashion’

For many years major brands have courted celebrities and paid them huge sums of money to be seen using or wearing their products. This is done with the clear objective of sharing  the celebrities fame and starlight in the hope of increasing sales by adding glamour to their own label by association.

It can be a great relationship for both parties when managed correctly often leading to huge financial rewards and increased media coverage. When someone achieves personal success or becomes cool we naturally like associate ourselves with that person as it reminds us of our own dreams. People are prepared to pay big money to follow their heroes and spend small fortunes on the products that they endorse. I have admired many great people through the years and would be lying if I said no one had influenced me as my dad had huge effect on my life for starters.The word hero means different things to different people.

Here is my problem as who is a hero…?  And at what point do they become a true celebrity…?

When I was growing up there were so many great stars in the media spotlight and they had actually achieved something special to get there, often enduring great personal sacrifice or pushing themselves to a higher plain. These people gave us “the ordinary people” personal targets to strive for in our own lives, seeing our idols achieve greatness inspired us to keep going no matter how tough it seemed … If they could do it! Why not us?

Today the world is a very different place as young people clamor more than ever to be recognized and seek personal fame as some life defining achievement in itself. Something has gone very wrong with our so-called role models these days as they are often people who have done little more than appearing on a TV program. The birth of shows like the X Factor has propelled people of mixed or no talent into millions of homes at the drop of a hat , as long as it’s good for the ratings it goes on the show. So at what stage do people start to become a marketable asset for a brand? It is obvious to see that being associated with stars like David Beckham, Roger Federer is a shrewd choice for a big brand but they are now headline acts costing big bucks.

ROGER FEDERER

My questions are aimed a little lower down the chain as often I meet people who have started to slip down the fame ladder or who are just starting the long fight to the top. I am always rocked slightly when someone say’s to me with all seriousness “do you know who I am? I suppose it is because I feel when someone actually say’s this to me that I should actually know them without formal introductions. These days it is all too easy to get confused as people become “mini hyped” overnight. These are the very people who often need an image consultant or constructive advice on getting their look right in the first place. Instead their heads can be  filled with the dreams that they should receive things for free because of who they are and this line of thinking can usually be traced back to an agent.

David Beckham

Brands should always seek to find a good fit before they allow their image to be carried by a well known personality as it can be a winning fomular when done correctly!


Jamie Henfrey founded Marc Oliver in 2008. With an extensive background in men’s tailoring and design, he’s had the opportunity to distinguish himself by serving many of England’s leading figures from the word of sport and finance. As head designer for Marc Oliver tailoring he has been the driving force behind the brand that has attracted many of today’s leading entrepreneurs and company directors to the label, as they appreciate his fresh approach to tailoring.  He also enjoys working as a stylist, branding and retail strategy consultant to some of the UK’s very best designer brands.

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Golf is such an exacting sport and the margins that can define a player’s season or their entire career continue to grow ever smaller with every passing tournament .These days the bar is continually rising in the pursuit of perfection and golfers face huge pressures to win at the business end of a major tournament. Winning can be elusive and is usually a combination of many factors coming together at the same time.

Of course the Players still have to maintain high levels of concentration over all 4 days if they want to win despite numerous distractions .Today’s stars have a strong support team around them to help them cope with the daily pressures that go hand in hand with being a top player but they still need that unique and special ability to pull a major win out of the bag when it matters most. Having made clothes for many of the sports major stars I can say there is something very special about the guys who have won golf’s biggest tournaments and these qualities were very evident from the first moment that I met them and long before they became major winners. Apart from their dedication, desire and supreme skill they also possessed a formidable mental strength and combined this with relentless practice, hard work and a rare attention to the smallest detail.

 

Horror Fashion

Through my daily dealings I became aware of the unbelievable demands on these palyers  time and concentration by media and sponsors that go with this success. Two things above all others impressed me most about them the first was an ability to instantly put things out of there mind if results had not gone their way there by not compounding problems.The second was an close attention to detail in things which mattered to them.

This is wear the fun began for me as there is nothing I love more than a person who notices small details and quality when he sees it. Dressing well is such a wonderful thing and can really add so much to someone’s life and approach to what they do. Golf was becoming huge again on the back of Tiger mania and Europe had a clutch of rising starts who would soon dominate the world stage. Sponsorship has always been big business and players needed to look their best on course to attract new fans and new sponsors with this sudden surge in the popularity of golf. Players became more photographed and golf as a whole entered a whole new dimension with the boom in on course fashion.

This often ranged from the cool to the sometimes ridiculous outfits captured so hungrily by the media and in a way hampered the emerging and many sharp looks on the tour as players wanted to be remembered for their golf and not their trousers. These fashion lapses were often reported as “Wardrobe malfunctions or savvy fashion statements? You make the call “and the player’s golf frequently failed to live up to the high exposure his outfit was awarding him.

I have worked with fabric all my life and look at its qualities for function, comfort and then make sure it is carefully cut and sewn together to produce a golf trouser performs perfectly when worn. Of course Golf places different demands on what is needed and listening and observing where key areas at first and then it was easy to apply my experience in making perfect bespoke golf trousers each time for the discerning professional and keen amateur golfer alike.

Jamie Henfrey founded Marc Oliver in 2008. With an extensive background in men’s tailoring and design, he’s had the opportunity to distinguish himself by serving many of England’s leading figures from the word of sport and finance. As head designer for Marc Oliver tailoring he has been the driving force behind the brand that has attracted many of today’s leading entrepreneurs and company directors to the label, as they appreciate his fresh approach to tailoring.  He also enjoys working as a stylist, branding and retail strategy consultant to some of the UK’s very best designer brands.

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