These fashion labels that are surfing on the move upmarket in skiing
DECRYPTION – They are expanding their offer, to attract wealthy customers, with increasingly expensive collections.
There upgrading of skiing stands out in the windows of sporting goods stores. Everywhere, and not just in the most exclusive resorts in the Alps, outfits costing several hundred or even several thousand euros find their audience. While some families still unload the trunk of the car full of groceries to save money, others equip themselves from head to toe when they arrive, without looking at the expense.
Traders can’t believe it. In Les Menuires, the season promises to be record high, in terms of attendance and consumption. Vacationers have never done so much shopping. “Clothing store managers find themselves out of stock and have to restock, wonders Marlène Giacometti, director of the tourist office. Their assortment is increasingly wide and qualitative, with brands like Fusalp, Duvillard, Goldbergh or Mou, which we found rather in Méribel and Courchevel, before.
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