Background
Josh Mark is the Brand Manager for golf/lifestyle brand, Swing Control, and has held this position since 2016 when the brand was relaunched. He started his career in the international hospitality industry before making the move to fashion, in ladies' apparel and accessories almost 20 years ago.
With an eye for fashion and an emphasis on customer satisfaction, Mark has been involved with all aspects of the Swing Control business, immersing himself into the golf world, gaining insight and experience.
His focus on business and product development helped expand the brand and successfully introduce new commodities to the line such as ladies' tops, dresses, and outerwear as well as a new men’s line.
He has been instrumental in taking Swing Control from a North American brand to an international one with a recent expansion to Australia and New Zealand. More countries and business deals are on the horizon.
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What was the genesis for Swing Control?
We identified a need in women’s golf apparel space for comfortable and fashionable product. From there, Swing Control was created.
How does Swing Control differentiate itself from other competitors in the crowded apparel category?
Swing Control differentiates itself in three main ways: lifestyle, comfort and manufacturing.
We are a golf/lifestyle brand that can seamlessly be worn both on and off the course. We are dedicated to comfort! We manufacture 90% of our collection in North America to ensure quality and timeliness.
Who is your customer?
Our initial demographic was a lifelong recreational golfer who wanted to look good and be comfortable while playing and socializing. During and after Covid, our customer base has expanded to a whole new generation of golfers.
From a sales perspective what's the approximate percentage of sales via brick-and-mortar stores, online efforts and green grass shops?
Green grass → 50%
Brick and mortar → 30%
Online → 20%
Companies routinely tout the importance of customer service. Define the approach you follow.
We know and understand that customers are paramount in making our business so successful. Our approach is simple – if the customer is unhappy about something, work with them to ensure their ultimate satisfaction. Period.
How much of a role do you see customer feedback playing in your efforts -- both now and in the future?
Our customers are a meter of our success. We listen to the feedback they give us and try to improve and/or add to the line where it makes sense. Our loyal customers asked repeatedly for tops to match back to our more signature prints and colors.
We listened and successfully expanded our product offering from just bottoms to include tops, dresses and even some outerwear. This will not stop, both now or in the future.
If you could change one thing in golf unilaterally -- what would it be and why?
Bridge the gap between PGA and LPGA Tournament purses – the ladies work just as hard and play just as well as the gents do.
Price points are a very important topic for consumers now. What approach does Swing Control play in this area and how do you see matters evolving given the impact of inflation throughout the broader economy.
For a premium brand, our pricing has always been competitively on the lower side of the spectrum. Our goal is to give customers great value in quality and versatility with pieces that easily transition from the course into their everyday lives.
Consumers deserve, with the impact of inflation, to get as much out of their investments as possible. Swing Control gives them that.
Finish the sentence -- Swing Control is about --
Looking and feeling your best, both on and off the course.
Best advice you ever received -- what was it and who was it from?
Clothes reflect who you are, how you feel at the moment and sometimes what you want to achieve in life.
As Miuccia Prada said, “Fashion is instant language.”
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