3X WAYS BRANDS ARE DISRUPTING SKI SEASON

Skiing has long been synonymous with luxury. As a cherished winter tradition amongst high-net-worth-individuals, it’s no surprise that luxury brands flock to the slopes each ski season. But as luxury evolves from old-world to new-world, so does the way brands approach the piste.

Fashion is the vanguard, thinking bigger, bolder and braver — harnessing the mountainous playground to tell brand stories in unexpected ways. But beyond the expected branded deck chairs and ice buckets, there's a real opportunity for other sectors to break away from the crowd and create meaningful connections.

Here are three ways brands are thinking off-piste during ski season: 

BRANDS VENTURING TO THE MOUNTAINTOPS

Dropping a disruptive pop-up activation in a picture-perfect, snowy alpine village is a guaranteed way to stir up some brand fame. When nature does most of the heavy lifting, it’s a no-brainer to meet consumers on the slopes with a standout brand experience.

Tuned-in brands are favouring an emotion-centric approach over a product-centric one – forging deeper consumer connections that naturally lead to transactions. Dior clocked onto this when they built an ice palace in the middle of a powder-coated Chinese resort. The internet was alight with selfies and love for the installation, turning it into a charged cultural moment, both IRL and online. 

Other fashion innovators, like Jacquemus, Arc’teryx, and Loro Piana, have joined their clientele on the piste for winter getaways. Demonstrating how winning brands understand their consumers, enhance brand touchpoints, and nurture a community.

Although, brands that can’t justify a trip to the slopes needn’t miss out on all the fun. Zara recently brought some alpine energy to Shanghai’s city centre with a ski themed pop-up, channelling the joy of skiing through playful, pillowy interiors. 

HYPE CULTURE HITS THE SLOPES

Snowboarding and streetwear have had a long-standing relationship, but in recent years, the crossover between skiwear and hype culture has reached new heights (literally).

From Palace X Oakley ski goggles, to yeti-style Jacquemus branded Moonboots and ultra-slick JJJJound ski masks - though it might make traditional ski aficionados wince, the demand for hyped-up snow gear is undeniable. 

Kim Kardashian’s SKIMS, recently partnered with The North Face on a skiwear collection that landed with a phenomenal bang. Selling out in under five minutes, this was a real demonstration of the enormous potential of strategic brand partnerships in the snow sports world. As the slopes become more fashion-forward, it makes sense that brands are leaning into it, with hype-driven, limited edition drops. An off-piste approach to generating brand buzz. 

UNCONVENTIONAL SKI-THEMED CAMPAIGNS

Each year as the season rolls around, brands anchor onto the global ski buzz with aptly themed campaigns. The ones that really move the needle, however, are those that break away from traditional marketing approaches and embrace imaginative storytelling. Jacquemus in particular is great at creating viral moments through fun, clever social campaigns.

When Creative Director, Simon Porte Jacquemus posted a series of witty, ski-themed clips on Instagram, the comment section was flooded with amused applause for the brand's sharp marketing. 

In the clips, Jacquemus sent a Christmas tree down the slopes on branded skis, placed his iconic micro bags on a beginner’s ski conveyer belt, and filmed a suited waiter skiing while balancing a platter of silver bags. 

Since then, we’ve seen beauty and fashion brands, like Aritzia and Ole Henriksen, follow suit – thinking outside the box with product imagery and CGI advertisements.

All of which raises the question – as ski resorts continue to evolve into brand playgrounds, can we expect to see more unconventional advertising leaving its mark on the slopes? 

Words by Ella Palmer, Culture.

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