Nivose has become an important player in the Chinese market and gained recognition from its entertainment industry. Nivose is targeting the millennials who are keen on authenticity and innovation. The first launch features not only the European Mountain Chic ‘apres ski’ lifestyle, but also innovations in the functionality and structure of its down jackets.
Nivose, the French luxury heritage brand born in 1933, entered the Chinese market on September 2019. It has introduced a technology, which makes the down jackets capable of coping with the challenges of temperature differences. Nivose has also brought to China’s premium consumers the service style of French Haute Couture introducing "Nivose At-home for VIP" service, allowing customers to enjoy services, select and try on the products from the comfort of their homes.
Young consumers are the main drivers of growth in the luxury market. They want to express themselves through luxury goods, and value the culture and art behind the brands. Due to the brands rapid growth on social media, Nivose created an omni-channel strategy in order to gain strong pre-exposure of its brand combining social media, new media, online retail, offline pop-ups, and cross-overs.
After 80 years of experience in Europe’s snow seasons, Nivose is re-introducing itself in the French market. It is working with major multi-brand ski resort luxury retailers in the Alps. Nivose has opened seven retail stores in seven world-famous ski resorts in France, and has hit the shelves of top-tier mountain chic, ski equipment and ski clothing shops.
In addition, Nivose is working with retailers as La Canadienne and Le Bon Marché in Paris to re-launch the brand. Apart from marketing campaigns in the brand's birthplace, Nivose is also targeting the multi-brand retailer markets in other areas of Europe and North America.
It all started in 1933 when Nivose created the "authentic elegance for the true skier". Standing between the economic crisis and the Second World War, and facing the shortage of resources and recreational activities, the 1930s witnessed the rise of snow season vacations and skiing in Europe, with the latter becoming a noble sport for gentlemen. In 1933, Nivose, the premium brand for winter sports, emerged in the French Alps. After its inception, the brand pioneered in using innovative synthetic fibre materials to design ankle-tight stretch pants and improved thermal hooded jackets based on mountain windbreakers for skiers. In the early 20th century, Nivose provided equipment for the French expedition to the Himalayas and Arctic Circle, and later became the long-term provider of elegant and warm clothing for the French National Ski Academy.
Fibre2Fashion News Desk (SV)