Ssg.com Rapidly Grows Sports Brand

Lockheed Martin Official Store Opens
Third Following Buori and Diadora

SSG.com will open the official store of the outdoor brand 'Lockheed Martin' on the 25th. This move is part of their expansion into sports brands in line with the health trend.

SSG.com opened the official brand store for the American premium activewear 'Vuori' on the 8th.
[Photo by SSG.com]

On the 20th, SSG.com announced that it will open the third official sportswear brand store following the American activewear brand 'Vuori' and the Italian sports lifestyle brand 'Diadora' earlier this month. Currently, SSG.com operates official stores for well-known domestic and international premium sports brands such as Nike, Lululemon, The North Face, and PXG. The newly opening Lockheed Martin store is a licensed brand of the American defense contractor Lockheed Martin, targeting the MZ generation (Millennials + Generation Z) who prefer the 'Gopcore' trend in everyday life as its main consumer base.

SSG.com is expanding its sports category to reflect the trend of prioritizing health. Additionally, SSG.com explained that demand has surged recently as it has become common among the MZ generation to certify 'Ounwan' (short for 'today's workout completed') through social networking service (SNS) channels such as Instagram.

Typically, sportswear has diverse functions depending on the sport, and consumers have strong needs to compare the strengths and weaknesses of different brands before making a purchase. A typical example is the American sports brand Nike, which withdrew from Amazon, the world's largest e-commerce company, in 2019 and pursued a D2C (direct-to-consumer) distribution strategy centered on its own mall for a while, but recently has been seeking to re-enter multiple channels. This aligns with the purchasing patterns of consumers who make decisions through comparison.

In particular, sportswear is considered a high-involvement product worn during exercise. Therefore, once consumers find a brand that fits their desired functions and body size, they tend to repeatedly purchase that brand continuously. This is also why SSG.com is expanding its sports category by onboarding various brands. An SSG.com representative stated, "We plan to continue strengthening the related category by onboarding sports brands that combine both functionality and practicality."