Korean outdoor clothing turns to sportswear brand for broader appeal

Outdoor clothing and product manufacturers in South Korea are transforming into sportswear brands as the fad over outdoor apparel fizzles out.

Outdoor clothing and gear leader Haglöfs’s Korean unit went under Asics’s Korean branch. Asics has been running its hiking gear and clothing unit separately here after acquiring the Swedish company due to Korea’s extraordinary infatuation with hiking. The move is in synchronization with other local players. Fila, Kumkang Shoe and Shinsegae International all have pulled out of the outdoor clothing market.

Even the four top brands - North Face, Black Yak, K2 and Nepa - have been selling poorly in the country. They are revamping their look from hiking to fashion brand, to appeal to bigger customer group. U.S.-based North Face launched North Face White Label to include casual lineup, and local brand Black Yak also unveiled Lookbook to target younger consumers. They also have unveiled wearables - jackets fitted with smartphone-activated heat and humidity control devices.

The outdoor clothing sector is under a double whammy - heavy competition from foreign brands like Adidas and waning popularity of outdoor activities. “Without clear individuality, the local outdoor wear industry could be doomed,” one industry official said.

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