Outdoor Industry Rises Again by Enhancing Expertise

Strong Performance by Major Outdoor Companies Last Year
Enhancing Expertise to Meet Diverse Demands Such as Camping and Hiking
Establishing 'Gopcore Look' as Everyday Wear

Last year, as outdoor activities increased, the outdoor industry achieved a performance rebound and is now dreaming of a new renaissance by responding to the increasingly diverse consumer demands such as hiking, camping, trekking, trail running, and climbing with products that enhance expertise.

K2, Hiking Shoes 'Flyhike'

According to the Financial Supervisory Service's electronic disclosure system on the 28th, The North Face, operated by Youngone Outdoor, recorded sales of 763.9 billion KRW last year, a 40.3% increase from the previous year, and operating profit also rose by 37.1% to 182.5 billion KRW. Most major outdoor companies posted strong performances during the same period. K2 Korea saw sales and operating profit improve by 5.6% and 12.5%, respectively, while Black Yak (BYN Black Yak) increased sales by 12.0% and operating profit by 569.4%. Nepa also recorded high growth rates with sales up 6.5% and operating profit rising 51.4%.

Last year, influenced by the endemic, outdoor and face-to-face activities increased, leading the outdoor industry to enjoy an overall boom. The industry believes that to sustain growth, it must offer a variety of products optimized for diverse outdoor activities. Since COVID-19, the demand for expertise in outdoor clothing and gear has grown, especially among newly entered consumers. In the past, outdoor activities were synonymous with hiking, but as activities have diversified into camping, trekking, hiking, climbing, trail running, fishing, and more, demand for products specialized for each activity has increased. The industry expects that future continuous growth will depend on how sensitively they can respond to these demands.

A Nepa representative explained, "We are implementing structural improvements in response to the changing market environment, where consumer demands for expertise are increasing," adding, "Nepa has reorganized its entire product lineup to cover various outdoor activities and is responding to the market by dividing products into the functionality-focused ‘Mountain Division’ and the casual activity-oriented ‘Outdoor Life’." A Black Yak representative also said, "Demand for functional products has increased, and product planning reflecting high functionality is proving effective," adding, "We will respond to the market by presenting products faithful to their essence based on the technology of the German R&D center DNS."

The expansion into everyday wear is also expected to continue. Recently, the ‘Gorpcore look,’ which combines outdoor wear and everyday clothing, is establishing itself as a category beyond a temporary trend. The industry believes that persistently knocking on the door of the everyday wear market for several years by offering lifestyle products that can be worn seamlessly in daily life and urban settings is showing results. This trend is expected to continue strengthening this year as well. A K2 representative stated, "We plan to design new products that combine the excellent functionality unique to outdoor wear with sophisticated designs and carry out intensive marketing."

Within the industry, there are both positive forecasts that a second outdoor boom will occur and negative views that the market will struggle due to economic recession and other factors. Those with positive outlooks believe that, having experienced COVID-19, overall awareness of healthy living has increased, and related consumer demand will continue steadily. An industry expert predicted, "The trend toward segmentation of various outdoor activities will increase, and demand for specialized items in each field will grow."

On the other hand, although outdoor activities have increased due to the endemic, voices suggest that the outdoor market will not escape difficulties as consumer sentiment shrinks amid high inflation and economic downturn. Additionally, the absence of a special mega trend may intensify competition among companies. Another industry insider predicted, "Consumers who want to purchase smart, versatile single outfits from brands with strong brand power will increase."

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