The Season of Golf in Spring... Fashion Industry Targets 2030 'Gollini'

[Asia Economy Reporter Seungjin Lee] In March, when flowers begin to bloom and the golf season arrives, the fashion industry is bustling. They are fiercely competing to attract new brands and marketing strategies to capture the rapidly growing number of 2030 golfers who surged last year due to COVID-19.

Only Golf Apparel Sells

According to the distribution and fashion industries on the 15th, golf wear, which saw a sharp increase in sales last year, continues its high growth trend this year. According to Shinsegae Department Store, golf wear sales from the 1st to the 9th of this month grew by 194% compared to the previous year. The steep growth in golf wear is due to the rapid increase in young golfers in their 20s and 30s, known as ‘Gollini (Golf + Children).’

A department store official explained, "Last year, outdoor activities were restricted due to COVID-19, leading to a large increase in young people starting golf, and this trend continues this year. Even beginners among the younger generation prefer to be fully equipped with outfits, so golf apparel sales are also rapidly increasing."

"Catch the 2030 Golfers"

The fashion industry is accelerating efforts to target Gollini by attracting brands favored by the younger generation or strengthening online marketing.

Kolon Industries FnC division opened the golf specialty online select shop ‘The Cart Golf’ in May last year and has since strengthened online marketing. Since its launch, The Cart Golf has gained word-of-mouth among the 2030 generation, with cumulative membership increasing by an average of 127% monthly. Thanks to the increase in online sales, Kolon FnC’s golf brand ‘Wak’ saw a 200% increase in sales last year compared to the previous year.

Kolon FnC recently launched an online-exclusive golf brand ‘Golden Bear (photo).’ Golden Bear sells basic products such as hoodies, jackets, and cargo pants emphasizing comfort and casualness. Kolon FnC expects that young golfers introduced to golf wear through Golden Bear will expand their consumption to premium brands like Wak, Elrod, Jack Nicklaus, and G/FORE.

LF also saw a significant increase in golf wear sales centered on online channels. The online sales of ‘Hazzys Golf’ more than doubled last year compared to the previous year. LF plans to promote various activities such as featuring popular young golfers, live broadcasts, and YouTuber marketing.

Golf Wear Market Hits 6 Trillion Won Era

As the age group enjoying golf expands, the golf wear market is expected to continue growing. According to the Korea Leisure Industry Research Institute, the domestic golf wear market size last year recorded 5.125 trillion won, an 11% increase from 2019 (4.6315 trillion won), and the related industry is estimated to surpass 6 trillion won by 2022.

A fashion industry official explained, "With the rapid increase of young people starting golf recently, it is difficult to expect brand growth with existing designs and marketing. The trend is to emphasize that anyone can wear it comfortably and stylishly rather than focusing on luxury, and to make it easily accessible online."

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