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Skiing Becomes An Investment Opportunity For Fashion Brands

2023/12/8 18:55:00 1

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In winter, the most fascinating outdoor sport, skiing must be on the list. The reason why countless brave people look forward to winter is to jump down the mountain and step on the snow. With the successful hosting of the 2022 East Olympic Games, the ski industry ushered in a golden age of explosive development.

Driven by the pursuit of fashion and trendy generation Z, skiing has become a synonym for a personalized lifestyle and its own high-end social attributes. As professional necessities, ski equipment and clothing have also triggered a new round of modeling revolution in the fashion field through their own style characteristics and strong visual impact with a sense of function and speed, as well as the rapid spread of outdoor aesthetic trends on social platforms. It seems that the major brands have found a natural connection between skiing and fashion, which has become a hot track that must be laid out.

According to the reporter's observation, since October this year, major luxury brands have successively launched a series of products especially for skiing. The phenomenon that fashion brands bet so heavily on skiing, an outdoor sport, is attracting great attention in the industry.

At the beginning of October, Fendi launched a series of skiing capsules for men and women with both performance and fashion. Men's wear series is decorated with colorful "FENDI Shadow" logo, which is full of dynamic. The logo design is novel and unique, integrating blue, lavender and soft pink, gradually changing into soft orange and yellow. Women's ski clothes continue the style of women's clothing series from autumn to winter 2023-2024, with bright colors and neutral colors, decorated with the logo. Accessories include ski helmets, gloves, masks and other pieces, which are mainly in white, coal gray and brown colors, all decorated with the brand's classic logo.

At the end of October, Balenciaga launched the brand's first winter sports series "SKIWEAR", which includes functional ski clothes, accessories, snowboarding accessories such as snowboarding, double skiing, ski poles, helmets and goggles. The products are made of innovative materials, which can not only improve the visual clarity in skiing, but also have thermal insulation and aerodynamic characteristics, providing all-round protection for athletes.

It is worth mentioning that the parkas and overalls in the series are made of tear resistant fabric with film bonding technology, and are equipped with an integrated snow layer and excellent ventilation system. The outerwear and accessories are waterproof to provide a warm and dry wearing experience. In terms of shoes, Alaska snow boots and 3XL ski sports shoes are detachable.

two In 022, Louis Vuitton launched the brand's first ski "SKI series", which continues this year, In terms of products, it combines the original style foundation of the brand clothing, bringing ski clothes, ski pants, coats, interiors, functional pants and all kinds of ski equipment. In terms of lightweight clothing, it covers checked shirts, jackets, cardigans and sweatshirts with Monogram patterns.

Dior recently released the fourth men's limited skiing series jointly created with Di Sant. This year's skiing limited series is inspired by the unique paintings specially created by artist Peter Doig for Dior, full of retro charm. For this cooperation, Di Sant has created lightweight down jackets, ski suits, ski pants, bags, snowboards, knitted hats and other products, integrating elegant temperament and innovative technology. It is noteworthy that the ski clothes with a price of up to 40000 yuan on the day of sale on November 25 were quickly snapped up.

In the middle of November, Prada released the "Linea Rossa2023" series, which is a ski series specially created by Prada. Its scientific and technological elements and silhouettes enable the wearer to show full vitality even in the winter outdoors. The new series of products are inspired by the human body structure, and combine the sports demand with innovative technology.

In addition, Stella McCartney, Chole, Balmain and other brands have gradually added ski clothes, snow boots and other products to the winter series; Luxury e-commerce platforms such as SSENSE and Farfetch have also opened ski products on APP or official website; More independent designer brands also focus on high-end consumers who participate in skiing.

Among all the ski clothes launched by luxury brands at present, Chanel is the brand that really goes deep into the hearts of ski lovers. Coco Chanel himself has made ski clothes for local ladies in Saint Moritz. In 2018, Karl Lagerfeld, the creative director of the brand who died last year, designed the first complete ski series "Coco Neige" of the Chanel brand. In addition to down jackets, sweaters, suede gloves and pilot glasses, there are also ski helmets, snow goggles, snow shoes, skis and other equipment.

In 2019, Karl Lagerfeld also arranged the show ground of the last big show in his career as a ski resort, with snow covered mountains as the setting, and the ski track was made into a T platform, which directly added skiing culture to the brand.

At first, skiing was just a survival skill for human beings. People who first lived in the northern tip of Scandinavia must "ride" the snow mountains, wetlands and marshes in winter by erecting two planks in order to survive in the harsh climate; In the 18th century, skiing gradually became a military competitive event for Norwegians, and later became one of the events of the Winter Olympic Games in the 20th century.

In the process of skiing, people ski down from high mountains, leading to a surge of adrenaline. In addition to the beautiful scenery of snowy mountains, it can well relieve the pressure of life. In the 1950s and 1960s, European high net worth people gradually took winter skiing as their first choice for vacation. Switzerland and Austria, which are backed by the Alps, subsequently became ski countries.

Therefore, the expensive skiing equipment becomes the threshold of the sport, making skiing more unique. After all, skiing equipment is indispensable to enter the ski resort, whether for styling or safety protection. In other words, skiing is a special luxury in a sense, because participants must have good economic conditions as well as rich time. Therefore, in the eyes of most Chinese consumers, skiing, like golf, equestrian and tennis, is also an aristocratic sport, which has laid the foundation for the entry of luxury brands to a certain extent. Its "money burning" attribute is more in the heart of the fashion circle. This charming sport gathers many people with strong consumption power.

It is also certain that with the further blurring of the boundary between outdoor sports and fashion, skiing is full of possibilities for luxury brands. A report released by EUSCME shows that the size of China's ski market will grow from 4.7 billion yuan in 2016 to 27.6 billion yuan in 2022, and the sales of skis alone will increase by more than 20% in 2016. Simply put, where consumers gather, luxury brand tentacles will extend to where, just like the once big fire sneakers, wet play.

Skiing is no longer a simple winter sport for modern people. It embodies the infinite yearning for freedom of people trapped in the cement forest for a long time, and is one of the best expectations for winter. Galloping in the pure white world, unrestrained and self indulgent, is a romance worth carefully laying out in three seasons.