INTERNATIONAL CONSUMER RESEARCH CONFIRMS PERMAIR IN POLE POSITION FOR GOLF SHOES

Independent international consumer research undertaken by BMRB, a leading market research consultancy, has found that consumers rate comfort and water resistance as the most important attributes in their golf shoes.

The research undertaken by Porvair International Limited, manufactures of Permair, the performance leather finishing system for footwear, was conducted among adults (18+) who play golf at east twice per year and own shoes specifically designed for golf.  It examined the importance of attributes such as fit, water resistance, breathability, easy clean, stain resistance, style and price of shoes.

“This research has reinforced what we have always believed – Permair leather delivers what consumers demand – waterproofness is believed to be ‘very important’ not only in terms of performance but also because it enhances the wearer’s comfort,” says Colin Wade, Business Manager of Porvair Internationals Footwear & Leather Division.

“Permair leather is arguably the brand leader in golf shoe leather,” continues Colin.  “It is ideal for top class golf shoes because it is water resistant, breathable, easy to clean, and durable, and our new softair finish offers even greater wearer comfort.

“Permair leather comes in a wide range of colours and grains.  Our new Golf Trends Colour Card for 2001, produced in association with Insight, clearly shows Permair leather at the forefront of both fashion and performance.”

Worldwide, the increasing selection of Permair leather by the top golf shoe manufacturers has been dramatic.  In recent years manufacturers such as Dexter, Etonic and Reebok have all switched to Permair leather for their golf footwear.  Some of these major brands realised the benefits of incorporating the brand as an endorsement in their promotional literature. Permair leather is now clearly branded in golf shoes such as an endorsement in their promotional literature.  Permair leather is now clearly branded in golf shoes such as the ‘Matchplay Spikeless’ from Hi-Tec and the ‘Buxton’ and ‘Witney’ designs from Cotswold.

“The results of the BMRB research have particular importance for Permair leather in terms of specifiers’ own brands however.  When asked what they paid for their existing shoes the average price was $68.30 but when offered a shoe with the benefits of Permair leather the average price expected to pay was Ł74.80 – an increase of 10%.

“We were particularly pleased with these results as they not only showed an increased propensity to purchase golf shoes with Permair leather, but also highlighted a higher perceived value for golf shoes incorporating Permair leather.  On the basis of these results we are now planning an international awareness campaign to promote the performance and comfort benefits of Permair leather.”