"Comfort is Best" Department Store Outdoor Brand 'Haohao'

Sales of outdoor products in department stores have been steadily growing even after the transition to the COVID-19 endemic phase. This is because outdoor activities such as hiking and camping have increased as the weather warms up, and more consumers, especially among younger generations, are seeking comfortable clothing, leading to a rise in the use of outdoor apparel as everyday wear.

Customers are browsing products at the Salomon store in Lotte Department Store Main Branch.

According to the distribution industry on the 2nd, the sales of the outdoor sector in the three major department stores?Lotte, Shinsegae, and Hyundai?have continued to grow since the beginning of the year. Lotte Department Store reported that sales of outdoor product categories from January to March this year increased by 30.0% compared to the same period last year. Outdoor sales, which grew by 35.0% year-on-year in 2021, grew by 25.0% last year and have recovered to a growth rate in the 30% range this year.

Shinsegae Department Store also saw a 30.3% increase in sales of outdoor product categories from January to March this year compared to the same period a year ago. Although the growth rate slightly decreased compared to 42.2% and 38.6% in 2021 and last year respectively, it still maintained a high growth rate. During the same period, Hyundai Department Store’s related sales increased by 33.5%, showing over 30% sales growth for three consecutive years following 57.2% in 2021 and 35.5% last year.

The increase in consumers seeking outdoor clothing and gear at the beginning of the year is due to the rise in outdoor activities such as spring outings, which has naturally boosted related consumption. Since the COVID-19 pandemic, the outdoor customer base, which was previously centered on middle-aged and older adults, has expanded to younger generations. Even after the endemic phase, various outdoor activities such as hiking, trekking, and camping have become regular hobbies, leading to continuous sales growth.

Additionally, the trend toward comfortable clothing is also considered a steady growth driver for the outdoor market. Especially among men in their 10s to 30s, the ‘Gorpcore’ look has gained popularity, expanding the demand for outdoor apparel beyond functional use for mountain climbing to everyday wear. Gorpcore is a portmanteau of ‘Gorp,’ referring to nuts eaten during outdoor activities, and ‘Normcore,’ meaning ordinary and comfortable clothing. It represents a practical fashion trend that utilizes functional outdoor clothing as everyday wear.

An industry insider said, "Outdoor apparel is popular because it offers comfortable wear and a casual style that is suitable for various activities," adding, "The popularity of the Gorpcore look, which combines the appeal of athleisure and casual styles, seems likely to continue for some time."