Mentor: Elaine Yuen, Ph.D.

This study addresses the growing demand for functional, stylish women’s golf apparel among young female golfers in the United States. This market segment has expanded rapidly over the past decade. Women under 35 now represent 32% of golf apparel demand, spending an average of USD 425 annually and accounting for 62% of purchases (360 Research Reports, 2026; Industry Research, 2026). Despite this growth, many young women find existing options limited in style, comfort, and cultural representation (Nextgengolf, n.d.). Drawing on five years of caddie experience and ongoing engagement with the Pittsburgh Field Club, the research identifies real-world apparel challenges, including insufficient functionality, outdated patterns, and a lack of gender diversity in offerings.

The central aim of this study is to develop user-centered golf apparel for young women that integrates cultural heritage—specifically Hungarian Kalocsai embroidery—with modern design thinking principles. The research explores how traditional embroidery can be effectively incorporated into contemporary golfwear to meet practical and aesthetic needs, enhance wearer identity, and preserve Hungarian cultural motifs. Three major research questions guide the project: how to integrate Kalocsai embroidery and user-centered design, what innovative features address the current market gaps, and how cultural motifs contribute to both market appeal and heritage preservation.

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