[Asia Economy Reporter Yujin Cho] Since the outbreak of the novel coronavirus disease (COVID-19), the number of young golfers in their 20s and 30s seeking golf fields instead of overseas travel has been increasing, leading to the launch of new lines and brands targeting this demographic. Promotions aiming for a turnaround in performance ahead of the peak golf season in autumn are also active.
LF (CEO Oh Gyusik), a lifestyle culture company operating in Korea, launched the young line "DAKS LONDON" on the 16th, targeting young golfers under its British golf wear brand DAKS GOLF. This line primarily uses online channels familiar to its main customer base of people in their 30s and 40s.
Considering the preferences of young golfers in their 30s and 40s who favor subtle sophistication, the brand plans to adopt a logoless branding strategy that minimizes logo exposure on all products. Prices are 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 diverse needs of various customer groups while maintaining the brand's core identity. We have launched a young line that combines contemporary sensibility with sophisticated design and functionality to transform into a non-age brand loved evenly by golf enthusiasts of all ages."
LF also launched a new golf wear brand, "Double Flag," infused with street casual sensibility. This brand maximizes a cheerful and free street casual vibe tailored to the tastes of the rapidly increasing young golfers, featuring casual items such as sweatshirts and hoodies enhanced with golf wear functionality and details.
Incorporating street mood and fun elements into the details, the brand offers a genderless style that can be worn by both men and women, using high-quality imported European materials to enhance product completeness.
FILA Korea’s FILA Golf launched the "Kakao Friends Golf Collection," incorporating Kakao Friends characters into golf wear. This collection includes 27 items that combine FILA Golf’s unique heritage with the familiarity and wit of Kakao Friends characters.
Some brands have also launched promotions through collaborations with golf players. Samsung C&T Fashion Division’s Beanpole Golf released content titled "A Different Untact Autumn Round" with sponsored player Park Sung-hyun and is running a prize giveaway promotion until the 11th of next month.
Beanpole Golf released content where Park Sung-hyun personally shares autumn round etiquette for the untact era on Beanpole’s KakaoTalk Plus Friend, YouTube channel, and Beanpole Golf’s Instagram account.
Pro Park suggested three essential etiquettes to observe during rounds to prevent COVID-19: avoiding the use of locker rooms, wearing masks at all times, and minimizing barehanded contact.
Additionally, until the 11th of next month, customers who purchase over 500,000 KRW worth of autumn/winter season products at nationwide stores or the online SSF Shop will be entered into a draw to win prizes, with a total of 200 winners.
Kim Seunghyun, team leader of Beanpole Golf, said, "To welcome the golf season in autumn, we prepared special content with Korea’s representative Park Sung-hyun to lead a 'different' healthy untact golf culture. We hope customers will win abundant prizes, including Park Sung-hyun’s personal items, and enjoy safe rounds wearing stylish field looks."
Kolon Industry FnC Division’s golf specialty online select shop "The Cart Golf" is running a promotion until the 4th of next month, giving away cherished items from sponsored players (Lee Bo-mi, Kim Ji-hyun, Moon Do-yeop, Park Hyo-won).
The cherished items featured in this promotion are actual equipment used by the players during matches, including sun visors and gloves (Lee Bo-mi), head covers and wood covers (Kim Ji-hyun), T-shirts and divot repair tools (Moon Do-yeop), and yardage book cases (Park Hyo-won).
Participation is possible by signing up as a member on The Cart Golf and leaving a cheering comment for the player you want to support. The more cheering comments left daily during the promotion period, the higher the chance of winning. Detailed information is available on The Cart Golf website.
The Cart Golf is an online select shop that expands golf beyond simple product sales into a lifestyle, communicating through trendy product curation and golf content. It currently offers various overseas brands, including the premium American golf brand "G/FORE," which are rarely seen in domestic distribution.
Meanwhile, Beanpole Golf is also running a promotion offering a 15% discount when purchasing two or more autumn/winter season products at nationwide stores and the SSF Shop, alongside the prize event.
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