PXG, the luxury golf equipment and apparel brand based in Scottsdale, Arizona, recently launched its first pop-up apparel store in the newly-renovated luxury wing of Scottsdale’s Fashion Square mall. The store features only apparel, no equipment, and is strategically placed to attract a high-end customer base in the premier shopping destination. Renee Parsons, PXG Apparel’s president and now CMO, spearheaded this initiative to differentiate and highlight the brand’s apparel offerings to a wider audience, including non-golfers who may not be familiar with PXG.
The design philosophy of PXG Apparel focuses on creating luxury pieces that are not only suitable for golf but also transition seamlessly into other environments like errands and restaurants, appealing to the clientele of Fashion Square. Parsons, an active golfer herself, is deeply involved in the design process of each collection and ensures that every piece combines performance with style. The pop-up store is designed as a temporary fixture with the potential to extend its lease based on its success, serving as a marketing opportunity to increase brand awareness during the peak Arizona golf and tourist season, coinciding with events like the WM Phoenix Open.
In-person experiences are crucial for customers to engage with the brand and physically interact with the products, especially for elevated and performance-focused items that may be challenging to convey online. The grand opening of the PXG pop-up store included special events and giveaways, such as a grand-prize giveaway of an electric Moke valued at over $25,000 to a lucky shopper. Parsons believes that now is the ideal time to expand PXG’s reach and introduce the brand to new audiences through this immersive retail experience.
The strategic location of the pop-up store amidst luxury brands like Prada and Versace highlights PXG’s commitment to offering high-quality apparel that resonates with both golfers and non-golfers alike. The visually appealing and upscale design of the pop-up store creates a luxurious shopping environment that rivals permanent retail fixtures. Parsons emphasizes the importance of providing customers with a touch-and-feel experience to fully appreciate the elevated nature of PXG’s products, especially within the competitive golf industry.
As the brand’s CMO, Parsons will lead PXG’s global marketing efforts and continue to emphasize the brand’s commitment to luxury and performance in both apparel and equipment. PXG’s expansion into the fashion retail space signals a new phase of growth for the brand and aligns with its mission to offer premium products that cater to a sophisticated consumer base. The success of the pop-up store will serve as a barometer of PXG’s potential in the apparel market and its ability to attract discerning customers seeking high-quality golf and lifestyle apparel.
