Preparing for the March Golf Season in Full Swing
Zippoer and Ballistic Golf Strengthen 'Premium' Lines
Amazingcre and Beanpole Golf Sponsor 'Star Players'
As the full-fledged golf season approaches, golf wear brands are busily making moves. Various strategies to capture golfers' attention are catching the eye, such as strengthening 'premium' lines targeting niche groups or signing sponsorship contracts with popular players who have strong fan bases.
The representative premium brand 'G/FORE' unveiled its 2023 spring collection on the 13th. A notable feature is how the denim material, previously perceived as casual, was luxuriously interpreted to match G/FORE's unique image. Denim, which can sometimes appear dark and stifling, was paired with bright colors like navy and beige to create a spring-appropriate atmosphere. Last year, G/FORE reportedly surpassed 100 billion KRW in sales just two years after its launch. This year, the brand plans to solidify its position as a leading premium golf wear brand based on irregular patterns and a free-spirited vibe.
'Ballistic Golf' has begun efforts to strengthen its premium brand image. It plans to expand its golf wear segment further by establishing a 'Signature Line' characterized by excellent quality. Based on this, it will focus on targeting key department store districts such as Hyundai Department Store, Shinsegae, Lotte, and Galleria.
Some brands aim to raise brand awareness by featuring players with strong fan bases. The emerging powerhouse in premium golf wear, 'Amazingcree,' held a sponsorship agreement ceremony on the 9th with Park Sung-hyun, who has the largest fandom in Korea. Accordingly, Park Sung-hyun will wear Amazingcree for the next two years. An Amazingcree official explained that Park Sung-hyun's aggressive play and powerful swing perfectly align with the brand's image.
'Beanpole Golf,' operated by Samsung C&T Fashion Division, has partnered with Jeon In-ji. Jeon In-ji is a player with a feminine appearance and smooth swing, boasting numerous male fans. Her official fan club 'Flying Dumbo' has about 10,000 members, and her Instagram followers number around 150,000. Under the sponsorship contract, Jeon In-ji will wear Beanpole Golf in all tournaments for the next two years. Beanpole Golf plans to strengthen its brand image with the concept of 'Modern Classic,' leveraging Jeon In-ji's soft image. Additionally, various promotions involving golf fans and Jeon In-ji are being planned.
An industry insider said, "As the perception that the golf wear market's growth is slowing spreads throughout the industry, each brand is also feeling a sense of crisis," adding, "It is expected that competition among brands to capture golfers' hearts will be fierce this year as well, with some brands fully committing to 'premium' lines or turning their eyes to overseas markets."
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