Planning the unplannable: Winter season 2020/21
It's still summer. But the next winter is already in the starting blocks. Many unknown factors await the industry.
Until now, the focus has been on the effects of the coronavirus crisis on the summer season. With the imminent delivery of the autumn/winter collections, the focus is shifting. How are winter sports brands responding to the new challenges?
The winter season is just around the corner. But it will be different than usual. In addition to the previous big unknowns in the winter business - the weather and snow conditions - there is now the corona crisis. The new season will have to start under completely different conditions. The template is extremely poor: a mediocre winter 2019/20 with an abruptly cancelled season, the tense financial situation at retailers and manufacturers and a cautious buying mood among consumers are causing displeasure.
All of this is compounded by the question of how ski tourism, which many believe was partly responsible for the pandemic, will develop. The range of possible scenarios is enormous: from the development of a vaccine in combination with great snow conditions to a second wave and the next lockdown.
Forecast: More ski touring and the desire for the outdoors continues
Industry experts are expecting a decline in alpine skiing, but other sports could benefit from the crisis. If the snow is right, sports such as cross-country skiing or ski mountaineering, which do not take place in large groups, could become a big hit in the coming season. Ski manufacturers such as Zag have adapted to this and increased production of touring skis.
For the company from France, one thing is clear: ski touring is environmentally friendly, healthy and cheaper than traditional skiing because you don't need a ski pass to enjoy the snow. The outdoor trend from the summer could also continue. People have acquired a taste for the outdoors in recent weeks. Those who have rediscovered it for themselves will continue to do so in autumn and winter.
From radio journalist to product tester and storyteller, jogger to gravel bike novice and fitness enthusiast with barbells and dumbbells. I'm excited to see where the journey'll take me next.