Lily’s of Beverly Hills, a 35-year-old golf clothing line, is launching a new look and logo for spring 2008.
Manufactured by Torrance, Calif.-based LBH Group Ltd., the once-conservative line has been updated with colorful prints and streetwear-inspired silhouettes.
LBH hired vice president-creative director James Sowins in February to evolve offerings in the khaki-clad, conservative golf market. Sowins was most recently head designer at Kitson and before that worked at Guess and Puma.
“Women’s golf apparel has always been an afterthought to men’s, so my goal was to service the market with fashionable clothes that fit women’s lifestyle and taste level,” he said.
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Sowins combines technical and luxurious-feeling fabrics into styles borrowed from contemporary sportswear. Tailored bottoms such as flat-front capris and pleated skirts have stretch, and tops such as pinstripe vests and cap-sleeve polos are made with stain-resistant, antimicrobial, UV-shielding fabrics.
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The new collection, priced at $65 to $100 retail and about $20 above the previous price point, is intended to appeal to a slightly younger customer looking for clothes with crossover appeal.
“Women are looking for something they can wear other places, and age doesn’t necessarily define lifestyle,” said Judy Petraitis, president of LHB Group.
She estimated that spring 2008 sales will be 25 percent to 35 percent above the previous season, and should increase by 50 percent for fall 2008. She didn’t provide specific estimates.
Existing retail channels include resorts, private clubs and specialty golf stores. “I could see us being in a Nordstrom or a Bloomingdale’s but it’s not our main direction,” Petraitis said, adding that Lily’s plans accessories that will cross over to specialty shops.
Sowins plans to update LBH Group’s two tennis lines, LBH and Wimbledon, for 2008. The company has held the U.S., Canada and Caribbean licenses for the Wimbledon brand for 10 years.
“Our angle will be to have more feminine and contemporary prints that fit so well it’s like you aren’t wearing anything at all,” he said.