The alpine renaissance: ski resorts, luxury fashion, and global investments
Though always seen as a glamorous or luxury pastime, the relationship between skiing and luxury brands has accelerated in recent years and shows no signs of abating. Beyond the exhilaration of skiing down pristine slopes, ski resorts are evolving into sophisticated showcases, setting new benchmarks for the seamless integration of skiing, luxury, and refined aesthetics.
This evolution is being driven by several factors; label conscious and social media savvy consumers who are demanding more from their alpine experience, luxury brands are exploiting the potential for further growth and – perhaps most significantly – the impact of global warming on alpine resorts, forcing them to diversify their offer and provide experiences beyond the slopes.
By now, the world’s most prestigious ski resorts have firmly established themselves as epicentres of upscale fashion, gastronomy, hospitality, and global investment.
Ski Resorts as Elevated Platforms for Fashion
Holidaymakers visit prestigious resorts such as St Moritz and Aspen not just for recreational pursuits, but also as an expression of style and status. Once the preserve of ski hire shops, alpine high streets now offer a line‑up of high‑end fashion, luxury interiors and high-end real estate agencies. Aspen, stands as a testament to this evolution, featuring showcases from fashion houses such as Balenciaga, Burberry, Ferragamo, and Rabanne. The ski slopes are no longer solely for adrenaline enthusiasts; they have evolved into platforms for a refined fusion of high‑altitude aesthetics.
Luxury fashion icons such as Pucci and Louis Vuitton are collaborating with ski attire manufacturers, seamlessly blending technical excellence with couture aesthetics. In destinations like Gstaad, Chanel has established a presence not only with accessories but also with high-tech ski attire, paying homage to Coco Chanel's fondness for winter sports.
Real Estate Excellence in Alpine Retreats
In common with superyachts and Mediterranean villas, alpine properties have elevated their status to that of trophy asset. Global HNWI’s flock to this asset class for both prestige and performance. Most European resorts have strict quotas on building and premium properties have scarcity value, which translates into both robust capital appreciation and significant rental potential
According to Savills, French resorts still comprise half of the top ten super-prime resorts, with Courchevel and Chamonix having retained their positions. Courchevel’s asking price increased by 3% during 2023, and Chamonix held constant at just under €30,000 per square metre. Competing French resorts Courchevel 1850 and Val d’Isère have experienced significant asking price growth in the last year at 11% and 20%, respectively. Their clientele is catered to with boutique and luxury hotels, grand chalets, and supreme retail therapy offerings, all of which command premium prices.
Andermatt, once a quaint Swiss town, now serves as a testament to the visionary ambition of figures like Samih Sawiris, chairman of Orascom Development Holding AG. Sawiris perceived Andermatt as a canvas ready for transformation. Unlike purpose-built resorts in America, the appeal of European ski destinations lies in their rich historical heritage.
For Sawiris, whose portfolio includes El Gouna, an Egyptian resort town along the Red Sea boasting around 20,000 residents, Andermatt's underdeveloped infrastructure presented an appealing opportunity to elevate a struggling alpine village to a premier destination resort capable of competing with renowned locales like Zermatt, St. Moritz, and Verbier.
Anchoring this transformation is The Chedi Andermatt, an award-winning five-star hotel offering luxurious residences and serving as a focal point for integrating luxury retail brands. The town's real estate, once characterised by traditional chalets, now embraces modernity, mirroring the blend of ski culture and high‑end fashion. This convergence of real estate and luxury fashion heralds a new era for ski resorts – one where the built environment contributes as much to the experience as the snow-laden slopes.
Middle East's Ski Ascent: NEOM's Trojena
In Saudi Arabia, the ambitious NEOM project introduces a unique dimension to the Middle East's involvement in the ski industry. The futuristic city of Trojena is a ground-breaking ski resort redefining the region's engagement with winter sports. This project not only underscores the diversification efforts of Middle Eastern economies but also illustrates their commitment to embracing the global ski culture narrative.
NEOM's venture into the ski industry is a bold statement, demonstrating the region's desire to redefine leisure and recreation.
Both the traditional alpine hotspots and emerging ski destinations in the Middle East demonstrate that geographical boundaries are dissolving, and luxury is rapidly becoming a universal theme.
Fashion Flourishing: Pop-ups Driving Sales Peaks
The fashion industry has been quick to embrace the potential of alpine economies. High net worth visitors are a captive audience in small alpine towns and villages and luxury brands are vying for their spending power.
Luxury boutiques in elite ski resorts act as exclusive gateways for high spenders. Courchevel's slopes witness pop-ups from brands like Gucci and Dior, elevating the shopping experience to altitudes where exclusivity and snow-covered landscapes converge. Ski enthusiasts now descend the slopes not just for the thrill but also for the opportunity to acquire limited‑edition for added kudos both on and off the pistes.
Luxury fashion brands increasingly incorporate skiwear into their regular collections, blurring the lines between slopes and runways.
From Piste to Podium: Luxury Redefines the Alpine Experience
The world of luxury has embraced opportunities on the slopes, with experiential marketing becoming a crucial strategy to connect with affluent ski enthusiasts. Examples abound, with Maserati strategically placing cars at slopes, reaching 1.8 million affluent skiers globally in 2022. Similarly, Bentley's exclusive chalet events attracted 20% more high-net‑worth clients, showcasing the effectiveness of immersive experiences in capturing this discerning audience.
Furthermore, luxury brands are adapting their offerings to the unique ski lifestyle. Moët & Chandon saw a 15% sales increase in ski resort sales with the launch of their Moët Ice Impérial Champagne, a product specifically tailored for snowy environments.
The apres-ski scene is mirroring the overall trend towards luxury and exclusivity. Take Folie Douce, once a local bar, now boasting five international locations, attracting celebrities, and generating a cool $20 million in annual revenue. These establishments offer curated experiences, with an average spend of $300 per guest, resonating with affluent travellers seeking sophistication and leisure. This shift positions ski resorts as lifestyle destinations, attracting a diverse global clientele, with a 10% increase in international visitors in 2023.
This convergence of skiing, luxury fashion, and global investments creates exciting possibilities for the future. With investments in ski resorts expected to reach $50 billion by 2025, infrastructure and experiences are poised for a significant upgrade. Strategic partnerships, like Marriott with Après, are also on the rise, creating unique offerings that cater to evolving guest preferences. By embracing innovation and experiential marketing, ski resorts are poised to redefine luxury in the 21st century.
The alpine renaissance is more than just a trend; it's a cultural shift towards elevated experiences. As 65% of luxury travellers seek authentic experiences, the alpine lifestyle, rich in heritage and adventure, holds immense appeal. This growing demand is fuelling the ski industry, which is expected to grow by 4% annually. As the industry evolves, one thing remains clear: the allure of the alpine lifestyle will captivate generations to come, blurring the lines between luxury, leisure, and adventure amidst breath-taking snowy landscapes.