Sportswear in South Korea

2021 DEVELOPMENTS

The enduring appeal of athleisure

Sportswear recorded declining sales in 2020 as a direct result of the pandemic, leading to prolonged home seclusion and limited access to gyms and organised sports. Nevertheless, the at-home fitness trend gained momentum during this time with local consumers turning to YouTube to watch fitness and exercise videos.

The rise of stylish two-mile wear

Following the trend of one-mile wear in South Korea is the emerging concept of two-mile wear in line with greater demand for comfortable, casual apparel that is similar to clothing that consumers would wear in the home, particularly during the prolonged periods of isolation during the pandemic. The concept of two-mile wear is more appealing to younger consumers, who want to be comfortable whilst wearing looser fitting items, but also demand an element of style as they are more likely to be visible to their peers outside of the home – stylish, fashionable sportswear addresses this dilemma.

Activewear must be functional but stylish

In line with health and lifestyle trends, demand for activewear, primarily performance and outdoor apparel and footwear, is increasingly penetrating fast fashion brands as well as casual wear lines. Activewear is also expanding in terms of using sustainable materials that not only offer comfort and functionality making them fit for purpose, but are also durable and therefore offer some level of differentiation to sports-inspired lines.

PROSPECTS AND OPPORTUNITIES

Athleisure to remain relevant trend, driving up sales of sports-inspired segments

Sportswear is predicted to record a positive performance over the forecast period in value terms (at constant 2021 prices) in line with rising health and wellness trends in South Korea. Prolonged time spent at home since the emergence of the pandemic is likely to see greater enthusiasm for outdoor activities and the return to the gym or organised sports.

Category diversification and innovation

Local brands are continuing to expand by diversifying their offer to move beyond gender-specific apparel including sportswear, with Xexymix launching a unisex line under the Xexywear range in early 2021 to be worn for various outdoor activities such as tennis or golf, while aiming to appeal to all genders. The new line takes a casual approach to design by targeting younger consumers who demand comfort but are attracted to its colourful options that are not always to be found amongst mainstream brands related to specific sports such as tennis.

Performance golf wear

Sportswear has increasingly benefited from the growing trend of playing golf in South Korea, which became a popular activity during the pandemic as it enabled consumers to spend time outdoors. Young women in particular, have become increasingly attracted to this sport.