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Home2024년, '국내 아웃도어 시장' 상위권서 단 3개만 성장했다

2024년, ‘국내 아웃도어 시장’ 상위권서 단 3개만 성장했다

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2024년 플러스 성장한 3개 브랜드(왼쪽부터 노스페이스, 스노우피크어패럴, 아크테릭스)

국내 아웃도어 시장의 성장세가 소수 브랜드로 압축되는 모습이다. 2024년 국내 아웃도어 시장은 불경기과 소비 심리 위축 등으로 일부 랜드를 제외하고 대부분의 브랜드가 매출 역신장을 기록하면서 양극화 현상이 두드러지는 양상을 보였다.

매출 기준 상위권 12개 브랜드를 순위별로 보면 1위부터 6위까지는 노스페이스, 디스커버리 익스페디션, 내셔널지오그래픽 어패럴, K2, 코오롱스포츠, 네파가 차례대로 차지했다. 이어 7위부터 12위까지는 블랙야크, 아이더, 스노우피크어패럴, 아크테릭스, 컬럼비아, 밀레 순으로 나타났다.

2024 매출 상위권 아웃도어 브랜드 순위.(각 항목 추정치)

2024 매출 상위권 아웃도어 브랜드 매출 순위

이 가운데 노스페이스(4.3%), 스노우피크어패럴(32%), 아크테릭스(41%) 단 3개 브랜드만이 매출이 성장하는 플러스 신장률을 보였고, 나머지 9개 브랜드는 모두 전년대비 매출이 하락해 3%대부터 12%대까지 역신장률을 기록했다.

특히 매출 1조 1090억원을 달성해 1위를 기록한 노스페이스는 2위 디스커버리와 6300억원 이상 매출이 크게 차이나는 결과를 보여 독보적인 입지를 더욱 공고히 하고 있다는 해석이다. 또한 노스페이스는 2023년에 1조 400억원으로 처음 연간 매출 1조원을 넘긴데 이어 지난해 매출 1조 1090억원을 달성해 2년 연속 매출 1조원 이상을 보여 국내 패션 역사에 기록될만한 실적을 또다시 달성했다.

차은우 노스페이스 모델

그 다음 플러스 성장을 기록한 스노우피크어패럴은 2020년 론칭한 이후 지금까지 5년 연속 매출이 신장하는 파워풀한 모습을 보이고 있다. 3년차인 2022년에 매출 1100억원을 달성하면서 처음 1천억원대를 넘긴데 이어 2023년에는 약 60%대라는 가파른 신장률로 매출 1780억원 기록했다. 2024년에도 32%대의 높은 신장률이 이어져 연간 매출 2350억원대을 기록한 것이다.

이와 같은 스노우피크어패럴의 호실적은 고급 캠핑 브랜드가 가진 프리미엄 이미지에 차별화된 제품력을 갖춰 소비자들의 높은 사랑속에 여성 신규 고객이 지속적으로 증가했기 때문으로 파악되고 있다.

박규영 스노우피크 어패럴 모델

또 하나의 플러스 성장을 보인 브랜드 아크테릭스는 지난해 1710억원대 매출을 기록했다. 이는 2023년에 달성한 1210억원보다 무려 42%대의 높은 신장률을 기록하면서 만들어진 실적이다. 이와 같은 아크테릭스의 높은 성장은 고프코어 트렌드를 대표하는 브랜드이면서 고기능성의 테크니컬 아웃도어  브랜드 이미지에 실제 완성도 높은 제품력이 뒷받침됐기 때문으로 분석됐다. 아크테릭스는 올해에도 유통망을 확대하면서 높은 매출 신장을 계획하고 있어 관심이 집중되고 있다.

이처럼 노스페이스, 스노우피크어패럴, 아크테릭스 단 3개 브랜드만을 제외하고, 나머지 브랜드는 모두 매출이 역신장하는 결과를 보여 전반적인 아웃도어 업계의 어려운 분위기를 대변해 주고 있다.

2024년 디스커버리 익스페디션은 -7.5% 신장률로 매출 4730억원을 달성했고, 내셔널지오그래픽 어패럴은 -7.8% 신장률로 4350억원을 기록했다. K2와 코오롱스포츠도 각각 -8.8%, -5.8% 신장률을 보여 매출은 각각 3920억원, 3740억원을 달성했고, 네파는 -3.6% 신장률에 3230억원, 블랙야크는 -11.7% 신장률에 2990억원, 아이더는 -3.9% 신장률에 2620억원을 달성했다. 컬럼비아스포츠웨어는 -5.0% 신장률에 1290억원, 밀레가 -12.5% 신장률에 850억원대 매출을 기록한 것으로 파악됐다.

아크테릭스

올해도 최근 강세를 보이고 있는 노스페이스, 스노우피크어패럴, 아크테릭스가 연속 성장을 위한 새로운 전략을 세우고 공격적인 브랜드 전개를 펼칠 계획이어서 기대를 모은다.

여기에 지난해 약세를 보인 브랜드들도 다시금 성장세로 턴어라운드하기 위해 브랜드 리뉴얼, 아이덴티티와 제품력 강화, 적정 트렌드 반영, 신규 고객 창출 등 다양한 매출 진작을 위한 전략을 세우고 불경기 속 성장에 최선을 다할 방침이다.

대표적으로 내셔널지오그래픽과 블랙야크는 여성 고객 확대와 신발 제품 강화를 올해 핵심 성장 동력으로 정하고, 현재 이를 위한 본격적인 마케팅과 영업 활동에 나서기 위한 시점 조율에 나선 상태다.

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