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HomeDaily NewsFashion 골드윈, 프리미엄 전략 강화… ‘품질 중심’ 국내외 스키어 공략

[SENKEN] 골드윈, 프리미엄 전략 강화… ‘품질 중심’ 국내외 스키어 공략

아웃도어 열풍과 함께 골드윈(일본)의 겨울 스포츠 카테고리가 다시 성장 궤도에 올랐다. 코로나19 시기 큰 타격을 받았던 매출은 2023년부터 회복세를 보였고, 2024년에는 팬데믹 이전 실적을 넘어섰다. 원가 상승으로 2025년 겨울 시즌에는 가격 조정이 불가피했지만, 회사는 제품 완성도를 높이는 방향으로 전략을 전환하며 프리미엄 수요를 적극적으로 흡수하고 있다.

골드윈의 스키·스노보드 웨어는 직영점뿐 아니라 도매 채널에서도 신규 고객 유입이 늘며 판매가 확대됐다. 자연 기반 레저 수요 확대, 아웃도어 중심 라이프스타일의 확산이 성장 배경으로 꼽힌다.

2025년 4PLA에 오픈한 신규 골드윈 매장

다만 올해는 엔저 장기화와 원자재·공임 상승이라는 이중고가 겹쳤다. 여기에 이상 기온으로 겨울 시즌이 짧아지는 점도 부담 요인이다. 업계 특성상 신제품을 정가로 판매할 수 있는 기간이 제한되는 만큼, 가격 전략·재고 전략 모두 재정비가 필요했다는 평가다.

골드윈은 이에 대응해 봉제 난이도와 소재 완성도, 디자인 디테일을 강화하는 방향으로 제품 가치를 높였다. 가격은 평균 20% 인상돼 재킷 기준 약 15만 엔 수준. SKU는 약 30% 감축해 효율성을 확보했다. 생산 방식에도 변화가 있다. 기존 윈터 카테고리는 5~6월 발주 기반으로 단기간 생산·납품하는 방식이었으나, 올해부터는 다른 스포츠 제품과 동일하게 연간 기획-생산 체계로 전환했다. 확정 수주는 줄지만 원가 안정화와 품질 관리에는 유리하다.

기나미 타쿠야 골드윈 사업부장

골드윈 사업본부의 기나미 타쿠야 사업부장은 “정가 판매 기간이 짧아지는 업계 구조 속에서 품질과 생산 안정성은 필수적인 경쟁력”이라며 “단기 매출 변동은 있겠지만 장기적으로는 브랜드 가치를 높이는 전략”이라고 설명했다.

한편 국내(일본) 수요는 보수적으로 전망하지만, 중국·동남아 인바운드 고객 증가가 호재로 작용할 것으로 기대된다. 해당 지역에서는 겨울 스포츠 열기가 높아지고 있으나 본국의 장비·웨어 유통이 충분하지 않아, 일본 방문 시 한 번에 구매하는 패턴이 뚜렷하다.

골드윈은 앞으로도 디자인 폭을 넓히고 색상·핏 다양화를 통해 타운 유즈 고객층까지 확장해 브랜드 포지셔닝을 강화한다는 계획이다.

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