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Summary of our market study
France has 8.6 million skiers and Europe over 72 million, who are the main target for skiwear.
The global skiwear market has been growing steadily at 2.1% from 2019 to 2024. China is expected to contribute to continued market growth, with innovations such as the world's largest indoor ski resort in Harbin, China.
The French skiwear market is in attributed decline due to late winters, under-investment in resorts and the relative lack of interest from the younger population.
The COVID-19 pandemic has also had an impact on the market, with ski resort attendance expected to fall by around 16% by 2020.
French skiwear producers are diversifying their products to include offerings such as trail and sportswear, capitalizing on a move towards eco-responsibility and versatility.
French consumers show a preference for national brands and are increasingly interested in second-hand markets.
Dynamics of the French skiwear market
More than half of people aged 15 to 25 have skied little or not at all.
Men account for around 40% of sales. The 20-34 age group represents just over 30% of the consumer base.
The French population shows a clear preference for "Made in France" brands, with almost half of skiwear sales generated by brands of French origin.
Consumers express a preference for durable products of known origin, using sustainable materials and with minimal ecological impact. This has led to the emergence of brands such as Picture Organic Clothing and The North Face, which are aligned with these values.
Consumers are showing a desire for versatility in their skiwear. The trend is now towards adaptive clothing that can seamlessly transition from the slopes to the street. Garments that offer a combination of comfort, technicality and style, generally made from materials such as Gore-Tex, are gaining ground.
Skiwear encompasses a wide range of products, from insulated jackets to technical underwear and accessories.
The UK is a major buyer of French skiwear, followed by Italy and Germany, accounting for more than half of France's export sales in this segment.
Naturally, sales peak during the winter months.
Players in the French skiwear market
- Salomon: originally known for its winter sports equipment, has diversified its portfolio over the years into the broader outdoor sector, with notable success in areas such as trail running and hiking.
- Rossignol: Has embarked on a diversification that includes cycling and trail clothing and urban sportswear with its Rossignol Apparel range.
- Fusalp: A product of the French alpine ski world, Fusalp has made a strategic shift towards direct-to-consumer retailing, launching several dedicated stores across France and abroad.
- Millet, a well-known brand
- Picture Organic Clothing: champion of ecological innovation
- Canada Goose: A must-have for urban and outdoor apparel
- The North Face: The choice for innovation, ecology and endurance
- Major distributors: Decathlon, Intersport
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Summary and extracts
1 Market overview
1.1 Definition and presentation
The skiwear market encompasses all clothing products needed to practice a winter sport. The main products available on the market are jackets, pants, ski suits, technical underwear and accessories (hats, gloves, mufflers)
This market is closely linked to the more general winter sports market. Worldwide, it is enjoying some growth, notably in the following areas buoyed by China's enthusiasm which will host the Winter Olympics in 2022 It is therefore expected to grow at a CAGR of 2.1% between 2019 and 2024 . Around the world, there is also a new appetite for indoor ski slopes, which allow fans to train regardless of the weather conditions
In France, however, the market is in decline . Indeed, the sport has reached maturity and winter sports activities are struggling to attract new practitioners because of increasingly late winters and sometimes less than optimal weather conditions, a lack of investment in French resorts and a lack of interest among young people for this sport. L he market was also hit hard by the effect of Covid-19 .
French production is down significantly and the various players are seeking to diversify in order to survive . Brands such as Salomon, Rossignol or Fusalp have invested in other segments related to mountain sports such as trail, cycling or sportswear. The main distributors are well-known sports chains (Go Sport, Décathlon, etc.), specialist shops (Skiset, for example), the producers' own shops and e-commerce sites
The skiwear market is therefore reinventing itself between versatility to broaden the target and appeal to consumers in both the mountains and the city, and CSR to take advantage of new expectations in terms of the social and ecological responsibility of buyers
List of charts presented in this market study
- Marché mondial du vêtement de ski
- Nombre de skieurs en Europe, par pays
- Evolution du nombre de journées-skieurs
- Évolution du nombre de journées skieurs en France
- Principales destinations des exportations de combinaisons de ski en 2019
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Latest news
Fashion: Breton Beaumanoir ready to buy Quiksilver - 23/02/2024
- - Negotiations between Beaumanoir and Authentic Brands Group for the acquisition of Boardriders' European assets
- - Iconic Boardriders brands: Quiksilver, Billabong, Roxy, DC Shoes, Element, RVCA.
- - Authentic Brands Group's acquisition of Boardriders took place six months before the negotiations were announced
- - The Authentic Brands Group portfolio encompasses around 50 brands with sales of $29 billion.
- - Authentic Brands Group acquired Boardriders from Oaktree Capital Management
- - More than 130 jobs lost in France as a result of the change of ownership, including 73 at the Saint-Jean-de-Luz headquarters and 63 in Hossegor.
- - Boardriders' sales at the time of restructuring were $1.9 billion, 40% of which were generated in Europe.
- - Beaumanoir's sales are 2.2 billion euros and the company employs 14,000 people
- - Beaumanoir has acquired La Halle, Caroll (in 2021) and Sarenza.
- - The ready-to-wear market has declined by 10% in value since 2013.
Fusalp: Sophie Lacoste, awarded for her audacityp - 23/11/2023
- Fusalp was founded in 1952. Fusalp has grown from annual sales of 6.2 million euros to 52 million euros.
- Fusalp aims to achieve sales of 100 million euros within three years.
- Fusalp has 64 boutiques in several countries, including Europe, Lebanon, South Korea, Scandinavia and the United States.
Intersport to the rescue of Go Sport - 08/06/2023
- Intersport takes over 72 Go Sport stores
- 1,446 employees taken over out of 1,574
- 50 Go Sport stores will become Intersport
- 22 Go Sport stores to remain Go Sport
- Target: 250 new Go Sport stores by 2030
- Target sales: over €650 million
- Intersport - 800 Intersport stores
- Intersport sales in 2022: 3.3 billion euros
- Intersport target with the arrival of Go Sport: 4.4 billion euros
- Decathlon sales: 4.5 billion euros
Rossignol takes advantage of the good ski season and continues to diversify - 28/04/2023
- In its 2022-2023 financial year, which ended on March 31, the Tricolor Group posted sales of 401 million euros, up 28%.
- growth in all markets, particularly France (+36%)
- the domestic market accounts for only 20% of sales.
- The rest of Europe also saw strong growth (+39%)
- North America (40% of sales), up 16%.
- Winter sports-related sales (skis and equipment) account for 80% of Rossignol's business.
- Diversification to become a key four-season player in the mountains
- The share of the "Apparel" division, (footwear and cycling apparel), has increased fivefold since 2015, reaching 20% of total group revenues
Quiksilver, Roxy and Billabong brands on sale - 18/04/2023
- U.S. giant Authentic Brand in exclusive talks to acquire Boardriders group activities
- Quiksilver-Billabong sales: over 2 billion euros
- Global reach: 630 direct stores, 7,000 retailers, websites in 35 countries
- Authentic Brands Group sales: $25 billion in over 150 countries
- Authentic Brands Group network: 11,000 independent stores and shop-in-shops, 380,000 points of sale
- Completion of Authentic's acquisition of Boardriders: scheduled for Q3 2023
passes the 50 million euro sales milestone - 07/04/2023
- 2013: Purchase of Fusalp by René Lacoste's grandchildren, 6 million euros and 30 employees
- - Fiscal 2022-2023: Sales of 51 million euros. Sales 21/22: 42 million euros.
- - Number of employees: 200.
- - Objective: sales of 100 million euros within three years.
- -Business mix: 50% women's, 50% men's.
- - Spring-summer collection share of sales: nearly 15%.
- - Sales growth in 2022: +88% worldwide, +145% in France.
- - International presence: 8 subsidiaries, 50% of sales.
- - Number of boutiques: 50, representing 80% of sales.
- - Expansion planned, particularly in the USA, currently Fusalp's sixth-largest market.
- - Successful breakthrough in South Korea, now Fusalp's fourth market.
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