Sportswear in South Korea

PROSPECTS

Sports-inspired and performance apparel doing well, outdoorwear close to stagnation

Outdoor apparel and footwear is close to stagnation, with the blurring of the lines between outdoorwear and sportswear, which is seeing consumers often choosing sports-inspired or performance apparel for outdoor activities. Performance apparel in the form of leggings for yoga and pilates are often used for light hiking.

Products like laundry detergents helping the sportswear performance

Developments in other industries, such as home care and consumer appliances, are helping to indirectly support sportswear. Detergents exclusively designed for sportswear, with many sportswear apparel and footwear products having special fabrics and materials to maximise performance, and consumer appliances with sensitive care for delicate sportswear are becoming more common, which is supporting sportswear.

Lotte Department Incheon Terminal Outlet looks to attract shoppers with its Fitness Square

The Lotte Department Store Fitness Square at the company’s Incheon Terminal Outlet is claimed to be a unique concept in sportswear. Lotte Department Incheon Terminal Outlet operates a private yoga centre right next to Fitness Square, a multi-brand sportswear apparel and accessories shop.

COMPETITIVE LANDSCAPE

adidas and Nike continue to lead sportswear

adidas continued to lead sportswear in 2019, followed by Nike. While the two brands remain fierce competitors in sportswear in South Korea, the category is also witnessing the growing strength of other brands, for example Fila and Under Armour.

Fila continues to record strong growth

As in 2018, Fila again recorded dynamic growth in 2019. Fila’s Newtro design is very popular among millennials.

Local brands enjoy success through Asian fit design and affordable unit prices

Local brands such as Andar and Mulawear are popular, actively being promoted through brand ambassadors and supporting yoga instructors. Most importantly, these South Korean brands are localised in design – to fit Asian consumers, taking into consideration the differences in body structures.

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