"If It's Expensive, Rent It"...Golf Wear Rental Service Captivating the MZ Generation

Domestic Golf Wear Rental Companies Nearly Double in Two Years
Top Company 'The Fair Golf' Grows Over 400% Compared to Last Year
Expert: "Result of Targeting MZ Generation's Preference for Networking"

Golf wear shop-in-shop. Photo by Han Collection.

[Asia Economy Reporter Lee Seohee] Kim Jihyo (32, female), an office worker living in Seongbuk-gu, Seoul, recently purchased a premium membership on a golf wear rental site. She was very satisfied with the service after using it two or three times based on a friend's recommendation. She pays 250,000 KRW per month to rent five golf outfits, including padding, jackets, and skirts, regardless of type. The rental period is three days, and long-term rentals are also available for overseas travel. Kim said, "I decided to subscribe because the cost of buying golf wear, which costs 400,000 KRW per outfit, was burdensome," adding, "It's also fun to change into pretty golf wear every day."

Golf wear rental services are emerging as a new consumption trend among the MZ generation (Millennials + Generation Z). According to industry sources on the 25th, there are currently about 10 companies operating rental services in Korea, including The Fair Golf, BuddyFit, NJ Golf, and Address Golf. In 2020, only 5 to 6 companies operated rental services, so the number has roughly doubled in two years.

Sales trends are also on the rise. The Fair Golf, the largest golf wear rental service in Korea, saw its sales from January to November this year grow more than 400% compared to the same period last year. The number of members who purchased specialized memberships also increased more than fivefold over one year. Many consumers have shifted their focus from ‘buying’ to ‘renting’ golf wear.

The main reason for the popularity of golf wear rental services is undoubtedly ‘cost-effectiveness.’ Although it varies by company, golf wear rental services generally provide clothing at about 10-13% of the consumer price. For young people who have to pay 300,000 to 400,000 KRW per round plus purchase golf wear, this is a reasonable choice.

In fact, beginners who have recently started golf feel a significant burden when purchasing golf wear. According to the ‘2021 Golf Wear Consumption Behavior Survey’ report released by DMC Media earlier this year, the average amount spent on golf wear by all respondents was 284,000 KRW. Notably, beginners with less than one year of experience spent an average of 317,000 KRW per purchase, which was higher than the average. The less golf experience they had, the more they spent on golf wear.

Experts explain the rise of golf wear rental services as a result of effectively targeting the characteristics of the MZ generation. The MZ generation perceives golf not just as a sport but as a networking tool, which aligns well with the features of rental services. Professor Eunhee Lee of Inha University’s Department of Consumer Studies said, "The MZ generation values meeting people from various fields through golf and building relationships via social networking services (SNS) much more than the act of playing golf itself," adding, "They prefer wearing diverse golf wear at affordable prices rather than purchasing an expensive single outfit."

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