Major Department Store Sports Category Sales Up
Active Sales of Related Items Amid Ski Recovery
Premium and Luxury Brands Also Enter Domestic Market
As the ski industry, which had been stagnant after the endemic phase, revives, sales of ski equipment at major domestic department stores (Lotte, Hyundai, Shinsegae, Galleria) are also soaring. The retail industry appears to be accelerating efforts to capture the footsteps of the long-awaited 'skiers' by conducting various discount promotions and introducing premium brands to enhance consumer choices.
According to the distribution industry on the 8th, sales of sports and leisure products at Lotte Department Store over the past month (November 6 to December 6) increased by 30% compared to the same period last year. During the same period, Hyundai Department Store saw a 36.8% increase, while Shinsegae Department Store and Galleria Department Store recorded increases of 40.1% and 20%, respectively. An industry insider said, "Sales in the sports and leisure category are increasing, centered on ski wear, goggles, and ski gloves," adding, "As numerous ski resorts nationwide open this month, sales in this product category are expected to rise even more."
The ski industry, once considered a 'fading sport' due to COVID-19, is rapidly recovering after the endemic phase. According to the Korea Ski Resort Management Association, the ski population, which reached about 3.76 million before COVID-19 in 2019-2020, dropped by half to 1.45 million in 2020-2021. Then, in 2021-2022, the number of users rebounded to 3.82 million, showing a recovery trend. It is analyzed that those who had not visited ski resorts for two years due to slope operation restrictions caused by strengthened social distancing measures flocked to ski resorts in earnest last year as slope operations normalized.
In response, the retail industry is intensifying sales by holding discount events for ski equipment such as ski wear, goggles, and ski gloves, and carefully selecting popular products. Lotte Department Store Gangnam branch is holding a promotion until the 31st of this month, selling ski wear, snowboard wear, goggles, gloves, and related accessories from the sports brand 'Lacielo' at discounted prices. Following this, the Jamsil branch is showcasing carefully selected popular products from premium sports brands such as 'Fusalp,' including the luxury brand 'Fusalp.' Hyundai Department Store is also running pop-up stores focused on brands with high ski wear sales, such as 'Fusalp,' 'Arc'teryx,' and 'Descente,' at The Hyundai Seoul and Trade Center branches.
In particular, this year continues the arrival of premium brands handling high-priced products in Korea. With ski-related demand increasing significantly since last year, the goal this year is to strengthen the lineup by offering brands at various price points to target consumers. Fusalp, a French luxury brand whose ski suits and jackets are sold for close to 3 million KRW per set, opened stores starting with Lotte Department Store Jamsil in April, followed by Galleria Department Store in August and The Hyundai in September. Despite handling much higher-priced products compared to general sports brands, sales have recently increased, especially among younger consumers, according to industry insiders.
An industry insider said, "Demand for ski equipment began to rise last year when ski resorts nationwide normalized, and in the second year, this year, we focused on strengthening the lineup by conducting more diverse promotions and introducing premium brands," adding, "As ski resorts nationwide open this month, visits by skiers are expected to increase significantly, so we plan to prepare various events and products."
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