South Korean retailers launch marketing blitzes to woo outdoor enthusiasts

Sales of outdoor activity products have been rising among retail giants.

Riding along a rising revival in outdoor recreation amongst consumers, many South Korean retailers have been staging new marketing blitzes, with brands also opening pop-up stores to court outdoor enthusiasts, Korea Bizwire reported.

Sales of outdoor activity products in South Korea rose 10% over the past 45 days as more and more people are ditching the ‘stuck at home’ lifestyle resulting from the COVID-19 pandemic, according to Shinsegae Department Store.

Meanwhile, online shopping giant 11st saw its sales volumes for products related to hiking and outdoor products surge by 140% from 25 October to 14 November, coinciding with the period before and after the implementation of the government’s ‘With Corona’ scheme.

Riding along this wave, Shinsegae Department Store has recently created a so-called ‘Campnic’ zone—a compound word for camping and picnic—at one of the outdoor gear boutiques in its Daejeon branch, offering products from a multitude of camping brands.

The increasing popularity of outdoor activities has also led to a boost in sales of color cosmetics and outdoor apparel. According to 11st, the transaction amount for color cosmetics rose 43% from 25 October to 14 November, with sales of sportswear surging 80% for the same period.