Why Department Store MDs Search for '#Golinee'

Golf wear brand G/FORE.

[Asia Economy Reporter Yuri Kim] "The 2030 generation joining the field is skilled at revealing and expressing themselves. On SNS (Instagram), there are as many as 230,000 posts tagged with '#golini' (golf beginner). Not only as a sport but also as a form of self-expression, golf is regarded in this way, so quickly discovering young and bold product lines that they seek will continue to be a challenge for the distribution industry."

Department stores are focusing on discovering new golf wear brands targeting the 2030 generation who have recently started golf. As indoor sports activities became limited due to COVID-19, the domestic golf population has significantly increased as an alternative, and with more opportunities to easily experience golf through screen golf, the 2030 generation has rapidly grown in this market. This generation is accustomed to sharing their leisure activities with others on SNS and is characterized by wanting to express their individuality even in golf wear.

Last year, the domestic golf population is estimated to have increased by about 460,000 from 2019 to 5.15 million. The annual number of golf course users is about 40 million, and the population enjoying golf as part of daily life continues to grow. According to the population profile analyzed by Golfzon, 65% of new golfers with less than three years of experience are in their 20s to 40s.

At Lotte Department Store, the proportion of golf purchases by the 20s to 40s generation steadily increased from 43.9% in 2018 to 44.2% in 2019 and 45.2% in 2020. This increasing trend is more clearly detected in recent sales. Sales in the golf wear category at Shinsegae Department Store increased by 50.8% in January and February this year compared to the same period last year. This figure is higher than the growth rate of outdoor wear (32.9%), another outdoor activity category. Among these, sales to consumers in their 20s and 30s jumped 51.8%. Sales to female consumers in their 20s, who had relatively less interest in golf, also grew 51.2% compared to the same period last year.

Hyundai Department Store also saw golf brand sales growth of 72.4% in January and February compared to the same period last year. The golf sales growth rate for the 2030 generation at Hyundai Department Store was 182.1%, more than twice the overall golf sales growth rate. A Hyundai Department Store official said, "Sales of imported golf apparel such as PXG, Titleist, and Master Bunny Edition increased by 141.2% compared to last year," adding, "Golf equipment sales also rose 104.1% during the same period."

The brands they focus on are described as new golf wear brands that are differentiated from existing performance golf wear brands. This is why each department store is putting effort into introducing new brands.

Department stores are attracting bold brands that catch the eyes of the 2030 generation while actively promoting through online platforms familiar to them.

Lotte Department Store said, "Focusing on young golfer customers, we are introducing high-end golf brands at flagship and major stores and preparing to open a young golf specialty section on Lotte On for the 2021 spring/summer (SS) season." This month, at Incheon Terminal Store, the high-end golf wear brand 'Amazingcre' known for its signature skull character was introduced, followed by 'G/FORE,' popular among female golfers for its unique colors and comfortable designs, which will be launched starting from the Busan Main Store and then at the flagship, Dongtan, Jamsil, and Incheon Terminal stores. 'Fairlier' will also be introduced at Jamsil and Gangnam stores. Saint Andrews will be sequentially introduced at the flagship, Jamsil, Incheon Terminal, and Dongtan stores after this month. Anue Golf will be introduced at flagship, Incheon Terminal, Busan Main Store, and Premium Outlet Dongbusan stores.

Shinsegae Department Store has also revamped its MD targeting young golfers. After introducing G/FORE at Gangnam Store and Anue Golf at Centum City Store last month, Hon Garment was newly introduced this month. PXG, Anue Golf, Master Bunny, FootJoy, and Fairlier were revamped at Hanam Store. On the 19th, Adidas Golf will open at Shinsegae Times Square, and Mark & Lona will open at Uijeongbu Store. Hyundai Department Store is holding a 'Spring Golf Apparel Special Sale' at Mokdong Store until today (14th). The event features 10 brands including Callaway, Jack Nicklaus, and MU Sports, offering discounts of up to 60% off the original price on event products.

A department store official said, "The growth of the golf market and the trend of increasing golf participation among the 2030 generation are expected to continue for the time being," adding, "How many emerging brands that catch their attention are discovered through which channels and how differentiated product marketing is carried out will affect each company's future sales."

This content was produced with the assistance of AI translation services.