LF Hazzys Golf Prepares to Leap as a 'Premium Golf Wear' Brand

Introducing New Brand Logo and Collection Starting from FW Season

LF's golf wear brand 'Hazzys Golf' announced on the 26th that it will attempt to leap forward as a 'premium traditional golf wear' by introducing a new brand logo and collection starting from the fall/winter (FW) season.

Hazzys Golf 2023 FW Lookbook
[Photo by LF]

Hazzys Golf, led by newly appointed Creative Director Yang Yun-ho earlier this year, is showcasing a new Hazzys Golf different from before with this FW collection. According to the company, the background of this renewal reflects the intention to shift towards enhancing the brand's own premium quality and sophistication rather than chasing temporary trends and flows in the golf wear market, which is currently flooded with new brands. The new logo has been changed to a simpler, more modern, and stylish form compared to the previous one.

The 2023 FW collection, presented with the new logo, focuses on calm monotone and pastel colors and luxurious materials to express the brand's seriousness and sophisticated color tone, unlike the past which emphasized strong primary colors.

Additionally, monogram pattern items created using the new logo have been released one after another. Among these, classic items that can be used both in daily life and on the course, such as windproof sweaters focused on style and warmth and V-neck knits with the 'H' logo point, are recording high sales rates.

In overseas markets, following a premium strategy, Hazzys Golf first entered Vietnam in 2017 and currently operates a total of nine stores, including eight in Vietnam (Hanoi, Ho Chi Minh, etc.) and one in Shanghai, China. In Vietnam, the sales growth rate in the first year, 2018, compared to 2017, was about 400%, and since then, the annual sales growth rate has been in double digits.

Hazzys Golf plans to actively promote marketing activities encompassing both domestic and international markets in the second half of the year, including expanding contact points with domestic golfers in their 30s and 40s and continuously discovering overseas stores. In particular, it plans to lead a sincere golf culture pursued by Hazzys Golf through active player marketing led by professional player Lim Jin-hee and support for general ambassador 'Hazzystar' activities.

Kim Do-hyung, head of LF's golf business division, stated, "We will establish ourselves as golf wear worn by those who truly enjoy golf by emphasizing premium colors and styles, and at the same time, reborn as a 'sincere' brand."

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