As fresh powder covers the slopes and temperatures drop for the winter months, the ski (and snowboarding) industry is in full swing. According to this IbisWorld report, the industry has grown more than 14% this year and is valued at over $4 billion in the United States, picking up from pre-pandemic levels.

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This article reviews the latest ski industry news and trends, so keep reading for the scoop!

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Emphasizing Sustainability 

Traveling to and from resorts and even powering ski equipment can emit greenhouse gasses. As climate change becomes a rising concern, statistics have shown that some consumers opt for more sustainable brands. 

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This article from GreenBusinessBureau.com shows that more than 80% of consumers opt for brands with sustainability commitments, and 60% of companies report profits due to these changes. 

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One great example is Mont Gele Gear, a ski apparel company, highlighted in a Forbes article. The company directed marketing funds toward a transparency report that showcased data from its carbon footprint to manufacturing processes and raw materials. 

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Ski resorts can incorporate environmentally friendly options like the operating equipment they use, while e-commerce and brick-and-mortar companies can analyze production and shipping processes to identify areas of improvement.

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International Travel

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As mentioned in the introduction, the decrease in COVID-19 cases has boosted the ski industry market. International travel has started to pick back up again, with more non-US travelers expected during this season. Visitors from countries as close as Canada could be finding more attractive prices in the United States, the IbisWorld report mentioned earlier shows.

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In terms of marketing, this presents an excellent opportunity to increase your brand’s prospective audience. Whether you operate a resort or sell accessories and gear, consider expanding the geographic markets where you advertise. This could also include diversifying your campaigns, whether through different languages or incentives and rewards that you provide.

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Styles for On and Off the Slopes

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In a recent article, we highlighted the rise of athleisure– fashionable and functional gear– and it’s also thrived recently in the ski and snowboarding clothing industries. In recent years, shoppers have selected clothes, like jackets and boots, that can work on and off the snow. As reported by this article from emory.edu, designer brands like Prada have had ski collections for years, but the trend has picked up since 2020, with many other luxury brands like Dior also following suit.

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While some of the brands marketing this athletic wear are high-end, more affordable brands, like Alo Yoga, have also launched similar collections featuring items like puffers that aren’t only needed on the slopes. Influencers and celebrities who have rocked these brands, whether in promotional posts or paparazzi shots, also contribute to the rise of this fashion. 

Wrapping Up

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Overall, the ski industry has been on a positive slope this season and is projected to continue doing well. By considering trends like increasing sustainable practices, creating gear for on and off the snow, and appealing to wider audiences, there are plenty of ways to capitalize. 

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