In a recent interview at Centerstage, William Fu, CEO of YGM Group, shed light on the evolution of Ashworth, a golf and lifestyle brand with a rich history. From its American roots to its worldwide expansion under YGM's stewardship, Ashworth is navigating the changing landscape of consumer behavior and embracing new fashion frontiers with designer Mountain Yam.

Key Takeaways:

• Ashworth has successfully transitioned from a golf brand to a global lifestyle brand.

• The collaboration with Mountain Yam exemplifies the brand's commitment to innovation and fashion.

• Hong Kong serves as an effective base for managing Ashworth's global operations.

A legacy of licensing

Fu revealed Ashworth's long-standing relationship with YGM, tracing back to 1998 when they became the brand's licensee in Greater China. In 2017, following Adidas's sale of TaylorMade, YGM acquired Ashworth globally, building on their two decades of experience with the brand.

Today, Ashworth operates through a network of partners across America, Europe, Korea, and is actively exploring expansion into Japan and other Asian markets. Greater China and America stand as the two largest markets for the brand, with retail and green grass (golf courses and pro shops) being the dominant sales channels in Greater China.

Adapting to the 'New Normal'

The COVID-19 pandemic has accelerated a shift towards casual sportswear, as people seek outdoor activities and prioritize health and wellness. Fu observed that this trend has fueled the growth of the sports leisure market, while formal wear has taken a backseat.

"People are mixing sports and fashion together," Fu stated, underscoring Ashworth's collaboration with Mountain Yam, a young and energetic Hong Kong designer known for his fashion-forward approach. The partnership aims to infuse Ashworth's sportswear with a fresh dose of style and appeal to a wider audience beyond golf enthusiasts.

Gen Z and Millennials: The new consumer

Ashworth targets a diverse audience, recognizing that modern consumers prioritize comfort, functionality, and design. Fu believes there are no boundaries when it comes to consumer preferences and emphasized that people buy what they feel good in, regardless of whether they are golfers or not.

However, the brand also acknowledges the evolving tastes of Gen Z and millennials, who seamlessly blend sports and fashion in their everyday lives. The collaboration with Mountain Yam reflects Ashworth's commitment to stay relevant and resonate with younger generations.

A global outlook, with India on the horizon

While Ashworth is currently not present in India, Fu expressed openness to exploring the Indian market in the future. Recognizing India's rapid growth and youthful demographic, he sees it as a potential market for YGM's brands, although the timing needs to be right.

With its global footprint and evolving fashion sensibility, Ashworth is poised for continued success in the dynamic world of golf and lifestyle apparel. The brand's collaboration with Mountain Yam marks a new chapter in its journey, one that embraces innovation and caters to the changing tastes of modern consumers.