Sport Haley enters fall 2007 riding high, having experienced a 12 percent jump in spring sales and receiving raves about the new collection.

“We haven’t lost our identity to the customer; as she changes, we keep changing,” VP Cathy Blair says. “We know she wants to modernize herself and look fresh, but at the same time, she doesn’t want to look like her daughter.”

The fall line combines elements of femininity and performance, featuring lower waistbands, more fitted looks and longer shorts that appeal to what Blair calls “young, trendy buyers.” There are cashmere sweaters with Lycra, woven shirts and garment details like special zippers and Swarovski embellishments.

“We’ve brought a little bit of sensuality and sex appeal to the line, as well as a lot of shape,” Blair says. “Nothing is baggy anymore.”

The collections for fall are Fire, Water, Earth and Wind, which are complimented by groupings called Essentials and On Call (in-stock basics). In addition, Sport Haley offers some faux fur outerwear pieces, which have become very popular, and a Performance segment of Aerocool spandex pique polos in black, white and five fashion colors.

Blair points to Sport Haley’s price-value relationship as one of the factors that has kept her company going strong and that she says is unparalleled in the golf industry.

“We’ve always had a good fit and fabrics, but our quality has improved each season,” she says. “We ask ourselves before we do anything, ‘Is this the quality our customer would expect?’ Unless the answer is yes, we won’t go ahead with it.”