The Season of Rounding Has Returned... Retail Industry Focuses on Capturing MZ Golfers

Popular Young Golfer Brands Enter and Experience Content Scheduled
MZ Generation Drives Golf Popularity
Department Store Trio Sales Also on the Rise

[Asia Economy Reporter Jeon Jinyoung] As the heat subsides and autumn begins in earnest, the distribution industry is making efforts to attract golfer customers. In particular, with the MZ generation (Millennials + Generation Z) emerging as a new customer base, brands are entering stores and organizing experiential content targeting them.

According to the related industry on the 14th, Lotte Department Store will open the 'Callaway Performance Center' with club fitting available at its Dongtan branch starting from the 19th. The center scientifically checks all changes occurring at the moment of the swing and provides personalized fitting data. Lotte Department Store is also increasing experiential content targeting the MZ generation. In July, it held a screen golf tournament for office workers, and last year it opened a golf lesson studio with experts at the Jamsil branch. Earlier, the main branch renewed and reopened its golf hall in June last year by introducing brands preferred by young golfers such as G/FORE, AmazingCre, and St. Andrews.

Lotte Department Store Main Branch 6th Floor Golf Hall Swing Room.

Shinsegae Department Store is collaborating with Callaway to launch exclusive products including stand bags, Boston bags, and luggage bags. They differentiated through product colors. A Shinsegae Department Store official said, "We targeted young golfers by moving away from the existing golf wear dominated by neutral colors and introducing khaki and pink colors."

Hyundai Department Store will hold a large-scale golf fair, 'Hyundai Department Store Green Master Season 2,' at 16 stores nationwide including the Apgujeong main branch from the 16th to the 25th. At The Hyundai Seoul, a pop-up event for the popular brand among young golfers, Lanvin Blanc, will be held on the 5th floor Sounds Forest, and golf courses including swing posture correction and experiential lessons will be offered at the cultural center.

As golf becomes a popular sport among the MZ generation, department store golf-related sales are on the rise. Lotte Department Store's golf sales in August increased by 25% compared to the previous year. During the same period, Shinsegae Department Store's sales jumped 38.5%. Hyundai Department Store also saw cumulative golf product sales from January to August this year increase by 48.7% compared to the same period last year.

An industry official said, "As the MZ generation emerges as a new golf customer base, various efforts in the industry are continuing, such as developing customer participation content rather than simple promotions."

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