Brands like Bogner, Guess and Prada love the mountains: the Alps are the brand’s perfect showroom

class = “sc-cffd1e67-0 iQNQmc”>

Moncler might be special. But it’s not unique. Italian luxury fashion brand, St. He causes a lot of talk with the fashion show he organizes in the forest near St. Moritz GR. But this is by no means an isolated case for the more sophisticated world of winter sports. Other luxury brands also like to use the mountain backdrop as a marketing motif.

A little over a year ago, another Italian fashion group, St. He opened a podium in St. Moritz. Giorgio Armani chose the Olympic Stadium as a suitable venue to showcase his new “Neve” collection. “The event will illuminate the beauty of the Swiss village,” Mr. Armani said in an Instagram post.

Bogner, Guess, Prada

The organizers of Zermatt Fashion have presented themselves with an even more breathtaking environment. For four years, models walked at the foot of the Matterhorn wearing clothes of well-established brands. In Valais, the mountain background turns into a brand showroom. St. “This is a trend that has been noticed for 50 years,” says Frank Müller, lecturer in luxury management at the University of St. Gallen.

Former ski racer Willy Bogner, 82, used the ski slopes as a platform for his eponymous fashion company in the 1980s. In his film “Fire and Ice,” product placements from Bogner’s clothing brand can be seen repeatedly during spectacular ski scenes.

And fashion brands aren’t just making their presence felt in the Swiss mountains. The Hochzillertal-Kaltenbach ski area (Ö) also looks like a suitable stage. Since this winter, some gondolas in the ski area have been carrying the logo of the US clothing brand Guess. Verbier VS and St. Moritz also realized that mountain railways were suitable as advertising space. They sold some chairlift support columns to Prada. Banners of the Milanese luxury brand have been adorning the poles since this winter.

Luxury shopping malls in mountain villages

Examples show: Ski areas appear valuable as a platform for luxury brands. “Marketing in the mountains has become more professional and stronger in the last five years,” Müller confirms.

Are Swiss mountains increasingly turning into stylish shopping malls? Depending on the field of winter sports, this has already happened. Brands such as Gucci, Moncler, Giorgio Armani, Prada and Loro Piana took refuge in the expensive mountain villages of Switzerland. Additionally, pop-up shops of new luxury clothing stores are appearing again and again.

Description of the event: co-branding. “Ski resorts are also brands. “Brands with similar target audiences join forces and benefit from each other,” says Müller.

The appeal of elite winter sports centers is great. St. The high purchasing power of visitors to popular ski areas such as St. Moritz, Gstaad BE or Zermatt makes these destinations attractive. So ski fans can expect to see more advertising projects from luxury giants in the future.

Source :Blick