'MZ Golfers Flock Out... Why "Real Golfers" Head to Cheongdam-dong' [Luxury World]

Golf Wear Market Shrinks by 20% in Two Years
Shift to True Golfers as 2030 Generation Leaves
Consumers Focus on High-End Products Like G/FORE and PXG
J.Lindeberg Opens Store on Cheongdam Luxury Street

During the COVID-19 pandemic, the golf wear market, which grew explosively thanks to the surge of golf beginners among the MZ generation (Millennials + Generation Z), has significantly contracted after the transition to the endemic phase due to the departure of younger customers and economic downturn, reshaping into a market dominated by golfers with financial means. Getty Images

Cheongdam-dong luxury street in Seoul. Among global luxury fashion and jewelry brand stores such as Cartier, Chanel, Fendi, and Loro Piana, the Swedish golf wear brand J.Lindeberg opened its flagship store 'Clubhouse' on the 11th. This is the first time a golf wear brand has entered the Cheongdam-dong luxury street. Shinsegae International, which operates J.Lindeberg, established this flagship store as the largest J.Lindeberg store worldwide. It spans a total of 998㎡ (302 pyeong) from basement level 1 to the 5th floor above ground.

The building where J.Lindeberg moved in was previously occupied by the luxury fashion brand Brunello Cucinelli. Unlike competitors such as G/FORE, Malbon, Southcape, and Amazingcre, whose stores are concentrated near the Apgujeong cafe alley popular with young consumers, J.Lindeberg chose a different location. A J.Lindeberg representative explained, "True golfers tend to be financially well-off and prefer to shop leisurely in less crowded places," adding, "The luxury street matched the premium golf wear image."

Golf wear companies are strengthening their premium strategies to target true golfers. The golf wear market, which grew explosively during the COVID-19 pandemic fueled by the golf boom among the MZ generation (Millennials + Gen Z), has significantly shrunk after the endemic transition due to the departure of younger customers and economic downturn, reorganizing into a market of financially comfortable golfers, thus emphasizing a premium strategy.

View of J.Lindeberg 'Clubhouse' store located in Gangnam-gu, Seoul. Men's golf wear is displayed. Photo by Minji Lee.

In fact, J.Lindeberg's Clubhouse has created VIP spaces on the 4th and 5th floors above ground. These spaces are accessible only by elevator. This concept was inspired by luxury brands that select top customers as VIPs and operate lounges where they can enjoy light refreshments whenever they visit the store.

The store also offers a space where customers can enjoy screen golf and relax on the terrace. The VIP room is fully equipped with golf clubs and gloves. The screen golf system installed is 'Full Swing,' used in the screen golf league 'TGL' led by the 'Golf Emperor' Tiger Woods. In this space, customers can also receive one-point lessons from players belonging to 'Team J.Lindeberg,' which the brand sponsors.

View of the 5th-floor terrace visible from the batter's box. A small garden is arranged near the edge. Photo by Minji Lee.

This is a full swing zone prepared for VIPs. It operates by reservation exclusively for VIPs. Photo by Minji Lee.

The 4th floor features a space for putting practice and enjoying refreshments. Separate fitting rooms and shopping areas are provided for VIPs to shop privately. VIPs are offered coffee and cinnamon rolls imported from Sweden.

On basement level 1 and the 3rd floor, J.Lindeberg's apparel, equipment, and shoes are displayed. The 3rd floor focuses on women's apparel, and the 2nd floor on men's apparel. The 1st floor showcases J.Lindeberg's core products. Since the target customers are golfers in their 30s and 40s, the 1st-floor store atmosphere uses the brand color 'Energy Orange' to create a lively and dynamic vibe. On basement level 1, a customization service is provided where consumers can decorate the T-shirts they purchase themselves.

A private shopping space on the 4th floor for VIPs. Outside, sofas and other furniture are generously installed for VIPs to relax comfortably. Photo by Minji Lee.

This top-tier space is expected to attract 'big spender' customers who are serious about golf.

Recently, the common opinion in the fashion industry is that only financially comfortable true golfers remain in the golf market. Last year, the golf wear market size was estimated at 3.45 trillion KRW, which is 8% lower than the previous year's market size of 3.75 trillion KRW. Compared to the peak in 2022 (4.25 trillion KRW), there is a difference of 800 billion KRW. The nearly one trillion KRW reduction in the golf wear market size is due to the resumption of overseas travel after the endemic transition and the departure of young golf players amid the economic recession.

A golf wear industry insider said, "True golfers who have enjoyed golf for a long time have shifted to high-end brands focused on performance (function), and even affluent golfers are increasing demand for premium brands," adding, "mid- to low-priced brands are suffering significant sales impacts."

In fact, Maison Kitsun? Golf, which targeted the 20s and 30s demographic, decided to end its business after just one year last year, and LF's 'Random Golf Club' and the global SeAH Group's 'Tolbist' also ceased brand operations. The surviving brands are those that adopted high-price policies. The top golf wear brands in department store sales include 'G/FORE', 'Titleist', 'Mark & Lona', 'PXG', 'Malbon Golf', 'Southcape', and 'J.Lindeberg'.

Among these brands, the largest in sales is G/FORE. G/FORE is among the premium brands with relatively high prices. Targeting wealthy customers aged 35 to 44 and positioning itself as a luxury brand has driven sales growth. While golf shoes and gloves are directly imported by the headquarters, clothing products are planned and designed directly by Kolon FnC, which holds domestic business rights. The brand is characterized by offering high-performance apparel considering Korean body types, habits, and preferences. Prices range from 400,000 to 500,000 KRW for tops and bottoms respectively. Summer outerwear with waterproof functionality costs up to 800,000 KRW.