Daks Golf Launches 'Daks London' Targeting Young Golfers

Targeting the Rapidly Growing Young Golfer Market... Subtle Sophistication with a Logoless Strategy

[Asia Economy Reporter Yujin Cho] LF (CEO Oh Gyusik), a lifestyle culture company, announced on the 16th that DAKS Golf, a British golf wear brand operated domestically, will launch a young line called ‘DAKS LONDON’ for golfers in their 30s and 40s starting this fall and winter season.

Ahead of the brand’s 25th anniversary in 2022, the company launched a separate young line to transform from a brand targeting middle-aged customers to a non-age golf wear brand that embraces younger customers in their 30s and 40s. The main customer base of people in their 30s and 40s uses online channels as the primary distribution method.

Targeting young golfers in their 30s and 40s who prefer simple yet sophisticated golf wear, the brand plans to adopt a logoless branding strategy that minimizes logo exposure on all products. The prices will be about 30% lower than existing DAKS Golf products, with T-shirts priced between 130,000 and 170,000 KRW, pants between 150,000 and 190,000 KRW, windbreakers between 290,000 and 350,000 KRW, and down jackets between 390,000 and 650,000 KRW.

Seo Yoonjung, team leader of LF DAKS Golf, said, "As the market matures, we plan to continuously expand our scope to meet the needs of diverse customer groups while maintaining the brand’s core identity. We have launched a young line that combines contemporary sensibility with sophisticated design and functionality so that it can transform into a non-age brand loved evenly by golf enthusiasts of all ages."

Meanwhile, to commemorate the launch of the new line, DAKS Golf is holding an event until the 5th of next month on LF Mall, where customers who purchase DAKS LONDON products will be entered into a draw to win golf items such as half bags, hip bags, and caps.

Launched in Korea in 1997, DAKS Golf is a golf wear brand that expresses the tradition of the birthplace of golf, the UK, and sporty sensibility with a sophisticated touch. It features a contemporary style differentiated from existing performance golf wear, with refined styling and silhouettes, and details that assist swings. The logo and patterns are inspired by the archive of the parent brand DAKS, which boasts a 127-year tradition, characterized by simple yet sporty printing techniques.