Young Casual SJYP and Tommy Hilfiger, etc.
More than 9 brands launched this year
G-FORE achieves 200% sales target
Shinsegae and Lotte Department Store up 94% and 48% respectively
Fashion companies are expanding their 'golf content' as the golf population grows, leading to a booming golf wear market.
According to the fashion industry on the 6th, 19 golf wear brands have been launched in the past two years. This year alone, more than nine brands including 'Tommy Hilfiger Golf (photo)', SJYP, 'Malbon Golf', 'G/FORE', 'Hon Garment', and 'Golden Bear' have debuted. SJYP, a young casual brand under Hansome, a fashion specialist company affiliated with Hyundai Department Store Group, launched a 'Golf Line Collection' targeting young female golfers in their 20s and 30s. The SJYP Golf Line Collection consists of a total of 38 items, including 31 clothing pieces and 7 accessories featuring their signature character 'Dino' (a dinosaur character). Earlier last month, Tommy Hilfiger also released a golf line with a casual design. Tommy Hilfiger Golf includes men's and women's apparel as well as accessories such as golf shoes, gloves, and bags. The golf line incorporates the brand's concept of free-spirited casual style and distinctive colors.
Kolon FnC launched the golf lifestyle platform 'The Cart Golf' last year and has been filling it with diverse content. This year, they officially launched Golden Bear and the American golf brand G/FORE, targeting young people in their 20s and 30s. G/FORE opened stores at Hyundai Department Store Trade Center Branch in Seoul, Shinsegae Gangnam Branch, and The Hyundai Seoul, each achieving over 200% of their monthly sales targets.
Shinsegae International renewed its own online mall SI Village and separately organized a golf specialty section. The golf specialty section sells products from 'J.Lindeberg', 'Mark & Lona', 'Glenmuir', as well as golf shop products directly managed by Shinsegae Department Store. LF created an online-exclusive brand called Double Flag last year, and Jung Jae-bong, the Midas touch in the fashion industry who founded Hansome, launched the golf wear brand 'Southcape'.
The reason fashion companies are focusing on 'golf' is due to the rapid growth of the market. According to the Korea Leisure Industry Research Institute, the golf population was estimated at 5.15 million last year, an increase of more than 33% in three years compared to 3.86 million in 2017. The golf wear market size has grown accordingly. Last year, the market size was 5.125 trillion KRW, an 11% increase from the previous year. It is expected to exceed 6 trillion KRW next year.
In fact, golf wear brand sales at department stores have surged this year. Sales in the golf wear category at Shinsegae Department Store and Lotte Department Store increased by 93.6% and 48.0% respectively compared to the previous year. A department store official explained, "While there is a base effect due to COVID-19, sales of golf wear brands are rapidly increasing," adding, "Department stores are also expanding their golf zoning."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
