Premium Brand XXIO, Brand Renewal Focused on Younger Generation
Callaway Golf Launches Color Edition... Limited Edition to Attract MZ Generation
Titleist and Ping Golf Compete on 'Number 1' Quality, PXG Pursues High-End Strategy
Zexio opened a pop-up store last month at The Stage in Shinsegae Department Store Gangnam branch to target the MZ generation.
[Asia Economy Reporter No Woo-rae] Golf clubs are undergoing a glamorous transformation. The industry's efforts to capture the MZ generation (Millennials + Generation Z) are expanding beyond apparel to specialized equipment such as clubs.
Although the golf craze has somewhat cooled due to economic burdens like rising green fees, golfers in their 20s and 30s remain a core consumer group for the related industry. This is because out of the 5.15 million golf population (based on last year's survey by the Korea Leisure Industry Research Institute), as many as 1.15 million belong to the 20s and 30s age group, making the demand base solid.
According to the industry on the 18th, major golf equipment companies are releasing various products targeting the MZ generation in diverse ways.
Premium brand XXIO is targeting younger consumers through brand renewal. Recently, it opened pop-up stores on the first floor luxury hall of Shinsegae Centum City in Busan and The Stage at Shinsegae Department Store Gangnam in Seoul, showcasing new products for the first time among golf brands. This aggressive marketing aims to provide differentiated brand experiences to MZ generation consumers. The space, composed of five colors?White, Blue, Green, Bordeaux, and Gold?displayed different golf clubs and golf equipment.
XXIO especially introduced various premium colors reflecting the trend-sensitive needs of the MZ generation. A representative example is the 'XXIO White Edition.' It offers a white-colored head with a limited custom shaft option, expanding the range of choices. It features the QTS sleeve fitting system, allowing settings for the desired trajectory. The 'Ladies White Edition' includes mint color accents to evoke the freshness of summer grass.
Callaway Golf also released a limited edition targeting younger consumers. The company's 'Rogue ST Color Driver' is based on black color and applies accent colors to five parts of the driver: the sole, medallion, speed cartridge, and crown. The four colors are Green, Blue, Black, and Silver. The women's version is differentiated with two colors: Red and Pink.
The Rogue ST driver features new technologies such as the tungsten speed cartridge, Jailbreak A.I. speed frame, and A.I. flash face, delivering high forgiveness and ball speed. Callaway Golf explained, "The newly launched Rogue ST Color Driver is designed to meet the sensibilities and needs of young golfers, combining performance and trendiness. We highly recommend it to golfers who want to express their own style and personality."
The high-end strategy in the apparel industry continues. PXG, Titleist, Paris Gates, and G/FORE are representative brands. The MZ generation's consumer characteristic of 'not sparing expenses for myself' drives the 'luxury strategy' in golf wear. Sales of high-end brands increased by 2210% compared to the previous year. Roger Nine, which operates PXG, exceeded 100 billion KRW in sales last year, five years after the brand launch.
Titleist and PING Golf, which hold the top positions in golf balls and clubs, compete with the highest quality. Titleist is the 'number one golf ball' company chosen by three out of four tour players worldwide. They actively incorporate player feedback from product development to completion. Their research team consists of over 75 experts including chemists, physicists, mathematicians, computer engineers, and engineers.
The PING Golf G425 driver is an upgraded 'national driver.' It achieves both distance and direction control. Equipped with three weight positions, it offers excellent shot shape adjustment. Its ultra-thin crown design and stable low center of gravity realize maximum distance. The PING Golf i525 iron is the ultimate distance champion. It is a new weapon that simultaneously captures forgiveness and hitting feel. For the MZ generation, the presence of professional fitters on site for precise fitting before purchase is also attractive.
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