We’re just back from the SIGB Ski Test in La Clusaz, France, and we’re pleased to report the snow is looking good, the industry is positive and the kit, is even better!
We all know it’s been a tough year, not just for the ski sector, so it was good to see the optimism for what’s to come! Surrounded by the biggest brands in the industry, coupled with the leading UK journalists and buyers, the SIGB Ski Test was the perfect opportunity to discuss what’s coming up, on and off the piste!
With challenging and varying weather conditions, it’s not hard to see the impact of climate change – particularly when good skiing relies on fresh pow! And, despite the ongoing snowmaking happening on the slopes, we’re all aware that the snow season is shortening year on year, with a prediction that we’ll lose around a month in the next two decades, eek!
Our impact on the environment continues to be an important factor for all brands and individuals, which naturally impacts how consumers are spending their money, and which brands they want to represent. Some of the key topics on the agenda are:
🧵 Knowing where the fabrics and materials come from & how products are made
🌎 How brand(s) are working to support the environment and reduce their carbon footprint
❤️ Understanding the values of the brand(s)
♻️ Opportunities to re-use or improve kit – the circular economy
🎗️ Future pledges and plans
Side note, for more insight on this topic, please check out our recent blog on sustainable communications.
Consumers are not necessarily buying brand new kit every season, despite the new launches each year. Brands need to deliver something special or different, or something that changes the individuals’ experience on the mountains, for them to part with their hard-earned cash.
That said, a couple of brands have found their niche in the market, by taking customisation and personalisation to the next level, which gives the consumer something that no one else has. This could be the opportunity to add an individual touch to ski kit – whether it’s a personal message, a specific blend of colours or the opportunity to match clothing to hardware (and even nails if you’re me 😉). Brands are also looking at ways to help their customers keep their kit for longer, with repair services and clothing amnesties to recycle old kit in return for discounts on new kit.
As expected, technology is another hot topic and keeps the marketing moving. Brands like Cardo and CARV are leading the sector with live feedback and advice for improving the ski experience – whether it’s on technique, upcoming changes on the slopes or communication channels for friends skiing together. Helping to improve our experience and/or keeping us connected only amplifies our enjoyment on the slopes, so any opportunity to incorporate these things is a bonus – especially if it means we achieve some better carving or can add the element of competition with friends.
However, with new tech and new products, often comes new pricing. And so, it’s not surprising that we’re expecting to see prices on the up again, as brands try to combat additional regulatory charges (cheers, Brexit!), and move forward from tough years and slowing consumer activity. We’ve also noticed a rise in the number of overseas visitors, particularly those from America and Canada heading to Europe, where expenditures such as lift passes are simply in another league! We expect this to continue over the next few years, which will act as a catalyst for seasonal holidays, as the locals head to different resorts and/or hit the slopes at different times throughout the season.
On the softer side of trends, we also noticed a lot of earthy colourways and patterns hitting the slopes across the piste – with a sprinkle of rainbows (hello Faction!). Helly Hansen continues to stand out from the crowd with its iconic Hi-Viz ULLR hood and cool patterns, which are much loved! For a full run down, check out what GQ thinks, here: www.gq-magazine.co.uk/fitness/gallery/best-ski-jackets
And no good ski trip is complete without the occasional après… So, our last tip is to make sure you cheers a good (or not-so-good) day on the slopes with a tipple or two. It continues to be the favourite way to end the day and this blog… 🍹
If you have any comments or want to know more about how we help wintersports brands with their marketing and communications, please (snow)plough into our DMs or send us a message via hello@adpr.co.uk.
Ski ya later! ⛷️❄️