[Edaily Reporter KYUNG GYEYOUNG ] Hazzys Golf, a golfwear brand operated by lifestyle and culture company LF(093050), announced on the 21st that it held a customer experience event titled “Swing & Style” at the JB Golf Club in Cheongdam-dong, Seoul.

Held for the first time by Hazzys Golf on the 20th, this event organically combined professional golf lessons, fashion styling, and networking programs. Professional golfer Hong Sun-sang, who has five career KPGA wins, conducted swing analysis and one-point lessons, while Kang Young-hee, Creative Director of Hazzys Golf, provided personalized styling based on this year’s Fall/Winter (FW) collection. The event also featured putting and long-drive contests, as well as a gourmet networking session.

The event drew significant interest, with nearly 600 people applying for the approximately 30 spots available through the brand’s official social media channels. One customer who attended the event said, “It was enjoyable to receive professional golf wear styling advice and mingle with other golf enthusiasts.”

Hedges Golf has stepped outside its stores to strengthen customer-experience programs because golf consumer culture is becoming increasingly sophisticated. In the domestic golf market, which has entered a mature phase, the brand’s strategy is to boost brand trust by providing the information and experiences golfers need, rather than simply showcasing products.

In line with this, Hazzys Golf has been rolling out experiential programs targeting its core customer base since the beginning of the year, including support for the production of the “SBS Golf Academy.” The brand also held one-on-one lessons for VIPs with professional golfer Hong Soon-sang at major department stores.

Hedges Golf plans to expand its “Swing & Style” program—which debuted this year—to various regions while also broadening its range of experiential programs that reflect golfers’ interests, such as professional lessons and styling. The company aims to build long-term relationships with its core golf customer base and boost brand preference by expanding customer touchpoints beyond the store.

An LF Hazzys Golf representative stated, “As the golf apparel market matures, it is becoming increasingly important not only to ensure product competitiveness but also to provide customers with meaningful experiences and value.” The representative added, “We will continue to introduce experiential programs that reflect golfers’ interests both inside and outside our stores, and expand our relationship with customers to encompass the entire process of enjoying golf.”