Skiwear brands are strategizing to expand amid crowding in the market

Brands have been flocking to ski towns including Aspen, St. Moritz and Gstaad. Considering the crowding in these markets, traditional skiwear brands like Bogner and Fusalp are now looking elsewhere to acquire customers.

There is a growing trend of fashion brands launching skiwear collections. That includes luxury players Moncler, Pucci and Jimmy Choo. Even trendy retailer Revolve and its high-end sister site FWRD have expanded their focus to Aspen and its affluent crowd, though skiwear is not their focus. Together, they’re currently hosting their first-ever Apen-based pop-up, which runs until March 17. Along with selling a range of fashions, accessories and beauty products, the pop-up hosts unique experiences and partnerships, like private dinners and collaborations with famous designers. Other brands showing up in Aspen this year include Balmain and Chanel, which are hosting pop-ups, and Ferragamo, which opened a local store in December.

For its part, 90-year-old Germany-based skiwear brand Bogner has long had a presence in Aspen at retailers Gorsuch and Miller Sports. But it’s been expanding its product categories since 2022. And in December, it expanded its retail footprint to include New York, L.A. and London.

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