"The Season of Rounding" Shinsegae Department Store and SSG.com to Host Golf Battle

Shinsegae Department Store Runs Offline New Brands and Exclusive Products Promotion Until Next Month 3
Golf Game on Shinsegae Mobile App...Puvilla Golf Goods Giveaway by Lottery
SG.com Discount Coupons and Prize Events...Introducing Emerging Brands Targeting MZ Customers

Models are showcasing products such as golf bags at the Callaway store in Shinsegae Department Store.

[Asia Economy Reporter Kim Yuri] Shinsegae Department Store and SSG.com are aiming to capture demand as the golf season arrives.

Shinsegae and SSG.com announced on the 26th that they will hold the '2022 Second Half Golf Festival' until the 3rd of next month, featuring various online and offline events including new brand introductions, a mobile application (app) golf game, and discount promotions on SSG.com.

They have prepared online and offline new brand introductions and mobile events targeting the MZ generation (Millennials + Generation Z) and female golfers, who have emerged as major players in the golf market.

From January to September 22 this year, the sales of the golf category among the 2030 generation at Shinsegae Department Store grew by 55.3% compared to the previous year. This growth rate is higher than the 49.4% increase seen among the existing main customer base of the 4050 generation. Sales within the golf category by female customers also grew by 42.6% year-on-year, indicating that the MZ generation and female customers have established themselves as major consumers in the golf category.

Accordingly, Shinsegae plans to actively target MZ generation and female golfers by leveraging differentiated content such as new brand offline pop-up stores, exclusive online and offline planned products, and mobile events.

For the first time, the golf game 'Shinsegae Golf King' will be introduced within the Shinsegae Department Store mobile app. It is available after logging into the Shinsegae Department Store mobile app, and the prizes received vary depending on the distance of the swing by the app’s original character, Pubilla.

Prizes given through a lottery include a 10% gift certificate (50m) for purchases of 600,000, 1,000,000, 2,000,000, or 3,000,000 KRW from a single golf brand, a Pubilla golf tee & ball marker set (200m), and a Pubilla golf ball & stamp set (300m). Each person can apply only once.

Along with exclusive Shinsegae Department Store products, new golf wear pop-up stores and SSG.com discount events have also been prepared.

Before this golf festival, Shinsegae Department Store planned exclusive products such as stand bags, Boston bags, and luggage bags in collaboration with Callaway. They come in two colors: pink and khaki. The department store expects these products to attract many customers as they combine the original storage capacity and functionality of golf bags. For customers seeking differentiated products, the premium golf wear brand J.Lindeberg’s athleisure collection will also be showcased during the Shinsegae Golf Festival.

Pop-up stores for emerging golf wear brands have also been planned to introduce a variety of styles. At Shinsegae Hanam and Daejeon Shinsegae Art & Science stores, the 'Golden Bear' pop-up store, popular for its differentiated designs such as oversized fits and wide patterns targeting the 2030 generation, can be found. At Gwangju Shinsegae, 'Rainmaker Golf,' known for designs that can also be styled as everyday wear, will be featured, and at Shinsegae Centum City, the street fashion-inspired golf wear brand 'Double Flag' will be introduced as an offline pop-up store.

SSG.com Shinsegae Department Store Mall will capture online demand by offering discount coupons and prize events. Every day from 9 a.m., the first 1,000 customers will receive a 15% discount coupon usable in the golf category of the Shinsegae Department Store Mall. Prize events are also prepared. Customers can participate through the SSG.com event page during the event period, and prizes such as Mark & Lona tote bags and FineCaddy distance meters will be given by lottery.

Brands recently gaining popularity among the MZ generation can also be found through SSG.com. These include Le Sonnet, Snoopy Golf, Basquiat Brooklyn, and Dareplay, known for their excellent functionality and sophisticated designs.

Choi Mun-yeol, Fashion Director (Executive Director) at Shinsegae Department Store, said, "To welcome the autumn rounding season, we have prepared online and offline exhibitions and new pop-up stores targeting the MZ generation and female golfers who have established themselves as major players in the golf market. Considering the diversifying customer demands, we will continue to discover new brands and exclusive products."