The Tamesis
This holiday season, skiers in Alpine hotspots from Gstaad to Aspen are complaining about the lack of snow on the mountains. Many people who spend big bucks to spend the season at luxury mountain resorts end up spending as much time in the cabin sipping hot chocolate or sipping champagne after a break as they do on the slopes.
This is not a bad thing for the brand. The ski season is quickly becoming a key sales period for brands and retailers as high-end consumers increasingly build full luxury ski wardrobes. With more choices than ever before—from challenger brands like Perfect Moment to performance offshoots like Moncler’s Grenoble—more luxury brands are offering technical gear and accessories to get customers ready for their winter vacation.
Skiing was all over the runways at Milan Men’s Fashion Week, with brands such as K-Way and Armani’s EA7 hosting ski-inspired events ahead of the Winter Olympics in Milan and Cortina d’Ampezzo from February 6.
“The ski season is off to a really good start for us,” said Tiffany Hsu, chief merchandising and group fashion ventures officer at Mytheresa, noting that the category continues to grow year over year. “We are seeing even greater customer enthusiasm than in previous seasons, driven by innovative products and growing demand for luxury performance apparel. This positive development highlights the expanding appeal of ski gear, not just as functional clothing, but as a key lifestyle statement across our range.”
Technology Hot Topics
Pinterest expects a rise in “adventure” this year, meaning consumers will book high-intensity travel rather than tranquil beach vacations, whether planning high-adrenaline ski trips or attending global sporting events, said Sydney Stanback, global head of trends and insights. To that end, Pinterest has seen an increase in searches for tech gear. “As consumers embrace more adventurous and high-adrenaline travel, they are increasingly interested in technical gear that focuses on performance and style,” she said. The search volume for “ski clothing aesthetics” increased by 315% year-on-year, the search volume for “Winter Olympics aesthetics” increased by 180% year-on-year, the search volume for “loose ski clothing” increased by 950% year-on-year, and the search volume for “women’s down jackets” increased by 1,400%.
The growing appeal of this overlap of functionality and fashion is a win for high-end brands in a tough luxury environment. The higher the technical content of the equipment, the more expensive it will be. In an era when consumers struggle to accept high price points, luxury goods that serve a functional purpose may be easier to sell than handbags priced above $5,000 or sweaters priced above $2,000. When it snowed in Paris in early January, snow boots became popular on TikTok, with residents pulling out Chanel and Gucci heels to wear around the city.
