Relly good insights VIto, I've also written a post (in Italian) that will be out next Thursday in my Substack but in a very light & ironic approach though.
Real question while I was writing that comes to my mind was: how this is gonna live with the overall change that we see in climate and in economy everywhere?
How big is for a brand to take the challenge of producing high tech material for skiing and then maybe having to cut the line in few years?
Thanks for your comment here. I believe that as climate change creates more exclusivity and aspiration around the mountain experience, we will see two distinct consumer segments: those able to experience the mountains and those who cannot, but aspire to.
That is why I believe brands must develop two product tiers: Technical (for high-spending practitioners) and Aesthetic (for aspiring audiences). Don’t you agree?
Relly good insights VIto, I've also written a post (in Italian) that will be out next Thursday in my Substack but in a very light & ironic approach though.
Real question while I was writing that comes to my mind was: how this is gonna live with the overall change that we see in climate and in economy everywhere?
How big is for a brand to take the challenge of producing high tech material for skiing and then maybe having to cut the line in few years?
Thanks for your comment here. I believe that as climate change creates more exclusivity and aspiration around the mountain experience, we will see two distinct consumer segments: those able to experience the mountains and those who cannot, but aspire to.
That is why I believe brands must develop two product tiers: Technical (for high-spending practitioners) and Aesthetic (for aspiring audiences). Don’t you agree?