시장분석을 통한 국내 니트골프웨어 트렌드분석

Abstract

This study analyzes the present status of the golf wear market in South Korea and understands trends in knitwear products designed by these golf wear brands preferred by golfers. The study eventually provides a basic reference to help any relevant fields to forecast the next trends in a following season, and there, the study finally finds ways to improve the brands’ competitiveness in this already overcrowded golf wear market. The findings of the research are summarized as follows. First, the golf wear should protect human bodies from external climates and keep the bodies in the best conditions. Not only that, since the style of the sportswear is being emphasized as another significant factor, the study assumes that knit equipped with all these properties such as flexibility, porosity, creativity, drape and others is appropriate enough to make the golf wear. Second, one of the good reasons for why the golf wear market is constantly developing is this growing demand of young golfers for the golf wear, and the depression in the outdoor market has been encouraging a lot the conventional outdoor brands to enter the golf wear market, and moreover, as more people are now enjoying golf and as the sport has become a business casual sport in South Korea, the demand for the golf wear is increasing which consequently promotes the growth of the market. Third, the study looked into the trends in materials of the golf wear for the 2014 F/W season and found out that the brands are working the hardest to develop high-functional materials, and as for the knit golf wear that uses 100% wool, the golfers prefer such wear made of wool for the wear deals with humidity quickly but gets dry also fast. The study also noticed the great popularity of this material, pique. In terms of the trends in colors and patterns, the golfers go mostly for monotone colors or these other colors that feel warm, and the checked patterns, the stripes and others highlight the style of the golf wear. Add to that, regarding the design trends, the engineered knit are drawing attention, and the slim line that points out women’s silhouettes features in the design trends as well. As disused so far, the golf wear designs are being more diversified and generalized, and as far as the study believes, that will be what keeps expanding the golf wear market in the future but still, the study is also concerned about the design limits and another overheated competition in the small golf wear market. In the light of those concerns, the study suggests that a broad-scale change in the golf wear market shoul be made and that the market should think of how they make the golf wear casual enough to fit individuals’life styles as well as how they form a reasonable price zone. The study also argues that the golf wear market should try not only to secure their customers through production and distribution systems but also to introduce all these different products in glamorous colors and slim designs to attract the customers in their twenties and thirties, and that will help the golf wear market find ways to their constant development.