[2030 Golf Beginners Are Here②] Golf Apparel Market Boom "We Are Stylish Golfers"

Sales Increase Amid COVID-19, Titleist Apparel Races as 'Number 1', Mizuno and Callaway Golf Join Apparel Market, 6 Trillion KRW Forecast for Next Year

As the 2030 beginner golfers flood into the golf market, they are emerging as key customers for golf apparel. Photo by Titleist Apparel

[Asia Economy Reporter No Woo-rae] "It's the best. Beyond imagination."

2030 Golf Beginners (Golf + Children) focus on 'style.' Because outfits are important for posting photos or videos on social networking services (SNS). This is why premium brands are gaining more popularity. The brand most favored by Golf Beginners is Titleist. It has shifted the golf wear market trend from lifestyle to performance-centered. Of course, it is expensive. Short-sleeve T-shirts exceed 300,000 KRW.

It holds the undisputed No.1 sales position in the golf apparel sector without discounts. Sales have even increased during the COVID-19 situation. Park Sung-jun, Marketing Team Leader at Titleist Apparel, explained, "Currently, due to economic issues and the number of rounds played, the sales proportion of customers in their 40s is the highest," adding, "Recently, customers in their 30s are rapidly increasing." He proudly said, "Loyalty is high," and "Once they wear it, they come back again."

Golf clothing companies are busy. This is to welcome new customers. They are launching new golf wear lines or creating golf wear categories on their websites to match recent trends. The distribution industry is aiming to increase sales through golf brand store openings and discount events. This is clearly reflected in the numbers. The Korea Leisure Industry Research Institute analyzed, "Last year, the domestic golf wear market size was 5.125 trillion KRW, an 11% increase from 4.6315 trillion KRW in 2019."

"It is expected to reach 5.685 trillion KRW this year and a whopping 6.335 trillion KRW next year." The increase in golf sales has been remarkable since the second half of last year. As indoor sports lost ground due to the COVID-19 impact, the 2030 generation began to seriously turn their attention to golf. Lotte Department Store reported that golf-related sales grew by 25% compared to 2019 last year, and Emart's sales from January to February this year increased by 24% compared to the same period last year.

Mizuno Golf is intensifying competition in the apparel market, having newly launched golf apparel last year. Photo by Mizuno Golf Apparel

The entry of major global brands into the domestic market is also in full swing. Mizuno Golf made a bold move by actively entering the golf apparel market since May last year, hiring many designers, production, and sales staff. It has opened stores in 14 department stores nationwide and plans to open 10 additional new stores within this year. They also added a non-face-to-face golf lesson service tailored for Golf Beginners called 'You Quiz on the Golf.'

Callaway Golf also ended its domestic distribution rights contract with Hansung F&I and directly entered the market. While previously focusing only on golf equipment such as clubs, it will also handle the fashion sector starting in July. Kolon Industries FnC introduced the overseas golf brand G/FORE to Korea and hit a jackpot. Swedish golf apparel brand J.Lindeberg is also actively marketing. Interestingly, an apparel rental service has emerged targeting young people with tight budgets.