Skiing Becomes An Investment Opportunity For Fashion Brands
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.
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.
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.
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.
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