Wirtschaftsforum: Mr. Erlacher, what do you believe accounts for the success of Chervó?

Manfred Erlacher: In the past, clothing for golfers was a mundane matter. Technically high-quality, but not stylish. Our success is based on the fact that we were able to maintain the technical aspect of the clothing concerning the fabrics, while at the same time making it stylish so that one also looks neat in it. That was the key point: Combining the functionality of golf clothing with Italian flair.

Wirtschaftsforum: What is special about the fabrics you use?

Manfred Erlacher: We do not use polyester, but polyamide, which is significantly higher quality than polyester. For example, our trousers are also very successful because they have a good fit, are easy to wear, and are very easy to care for without needing to be ironed. In general, we use light and comfortable fabrics that provide a sense of well-being to the body.

Wirtschaftsforum: Are there any particularities regarding golf clothing for women and men?

Manfred Erlacher: Definitely. The proportion of golf clothing we sell for women is between 55 and 60%. This is interesting because there are significantly more men who play golf than women. However, women pay much more attention to fashion aspects than men. We have brought together chic and tech, giving women the opportunity to be stylish on the golf course as well.

Wirtschaftsforum: Please tell us about the founding history of Chervo and the milestones in the history of the company.

Manfred Erlacher: We founded the company in 1982 in Bolzano, focused on manufacturing ski and casual wear, and were very successful with it. In 1989, the company was sold to Ellesse, which I then led as CEO, while my brother became the chief designer. Ellesse was sold in 1994. I bought back the company later and started over in Costermano on Lake Garda. Here are the administration, design and marketing, production preparation and logistics, as well as outlet and flagship store located until today. We have always outsourced our production to factories with high-quality standards that we continuously monitor. Over the years, the number of countries where we distribute our products has grown to over 40. In addition, we operate twelve own golf shops in Italy, three in Germany, one in France, and with special agreements, eight more in Italy. Today we employ 65 people, with a turnover of 22 million euros.

Wirtschaftsforum: And what were the reasons for the current focus on golf sportswear?

Manfred Erlacher: The winter sports clothing we manufactured earlier is of course seasonal and regionally oriented and very dependent on the weather. Golf, on the other hand, is played all over the world and can be played all year round. Moreover, golf clothing can be worn not only for sport but also in leisure.

Wirtschaftsforum: Through which channels do you reach your target audiences, and what are your distribution channels?

Manfred Erlacher: Our marketing has somewhat shifted from print media towards social media. In this, communication is key: If no one knows you, no one will buy anything from you. That's why we are also a sponsoring partner of the Ryder Cup, one of the most important sporting events in the world. We distribute our clothing on four levels: In retail stores, through wholesale, distribution channels, and via our web store.

Wirtschaftsforum: What role do fashion trends play for you?

Manfred Erlacher: A very important one. Trends in sports always follow fashion. We closely follow the fashion industry and keep track of its developments.

Wirtschaftsforum: What are your wishes for the coming years?

Manfred Erlacher: I hope that our clothing will be worn not only for golfing but also casually. Additionally, I wish for moderate growth without major fluctuations. That way, one cannot fall too deeply.