• The Environment and sustainable resources for latest hardware
• Versatility, All-mountain, Twin-Tip, and Touring trends continue
• Safety an ever increasingly important issue for all alpine products
• Premium lines presented by almost all manufacturers

 
The environment is an important subject also for hardware. An increasing number of manufacturers have started to work with materials and production methods which have less of an impact on the environment. Some of the new ski models use natural materials, such as bamboo, basalt, woods controlled by forest management, cotton, linen, and cork, as well as recycled materials, such as for coatings. Companies also use less aggressive paints. Rossignol, for example, presents the Attraxion Echo Lady ski made of natural materials, and 50 percent less paint than traditional skis; it uses recycling materials for surfaces, and is manufactured with controlled production methods at an ISO9001-certified plant. Atomic presents a ski boot at ispo winter 09, made of bio-composites, cotton, and bamboo fibers. Smaller ski manufacturers in particular insist not only on water-soluble paints but also on much more eco-friendly resources and production methods, short delivery distances and local materials. Among them Swedish label Nocopy, a newcomer to our area. CPS, manufacturer of composites for high-quality race coatings and surface films is researching sustainable resources as part of the “Green-Line Project”. These new materials will replace the increasingly expensive crude oil in production, and not impact the food chain. The company will introduce the first ever surface made of castor oil, and a new coating made of bio-gas. In addition, NST Eco Performance specializes in eco-friendly waxes with non-toxic contents.
 
Durable, timeless, and long-lived
Retail and subsequently, the consumers will experience another trend: an increasing number of manufacturers return to timeless designs which will be good for two to three seasons, and won’t immediately be innovatively or visually improved or even replaced. Trendy products that quickly became outdated, among which most of the last years’ skis have to be counted, will be replaced by worthwhile equipment that, if maintained properly, will continue to serve its purpose and provide performance for many winters to come. Retailers will benefit from the trend to replace quantity with quality and proven technology, as in the past space often became limited thanks to the extreme variety of the brand and product selection.  
 
All-mountain with potential
New skis have to be versatile in all respects. After all, skiers want to be able to (safely) try every type of skiing, on changing terrain (groomed runs, parks, backcountry, ski roads), often involuntarily during changing weather and snow conditions. On one hand there will be more and more customizable products, as a hook for new technologies: this includes modification options for varying side cuts, flex and torsion adjustments (such as two-in-one-skis, variable radius per ski). On the other hand, the industry continues to put faith in All-mountain, such as with changing widths around 80 mm. This makes this group suitable for close to 80 percent of skiers. The focus is on high performance, medium turn skis, thus more exclusive models for premium customers. The industry knows that this brand-conscious target group is increasingly willing to pay for quality and consult with the most experienced sales staff in exclusive stores. More than ever the display racks will be filled with ambitious ski collections with proven technologies, new high-tech materials and construction: lighter, with high-quality composition, and a focus on the best possible skiing characteristics and long product life.
For older skiers the focus is on “safety”, for example with slightly longer skis with longer edges, more grip, and thanks to sandwich construction and wood core better contact and running characteristics. In addition, these skiers will look for bindings that release properly even in slower falls. There is increased focus on the complete package ‘ski – binding’; and finally, improved flex is another feature in demand.  
Speaking about the women’s ski sector “it has established itself at a solid level, and the collections are even being expanded,” says Matthias Klopfenstein, BU Manager Ski Intersport Switzerland. “Design and weight reduction are absolute key elements.”
 
More selection for Free fans
The segments of Freeride, Freestyle, Touring, and Backcountry are also growing. The focus on these niche group areas with enormous potential is on a certain individualization of the segments, on customized products. Fun and adventure freaks have other wishes than nature-oriented and eco-conscious skiers, or technology fans or lifestyle-oriented skiers.
Especially Freestyle consists of a new young target group who will ride the mountains in a completely different way than mainstream. In parks and pipes, as well as over natural obstacles outside the regular groomed runs. Or completely off the slopes: they look for new challenges and playgrounds on their genuine Fat Skis. Therefore, the strategy of Freestyle product manufacturers is now: forget pure park & pipe models, let’s design All-mountain Twins for versatility.
Under the motto ‘Not every Freerider is the same’ something similar is happening in this sector. While some think the world of cruising through deep powder, other Big Mountain fans live for extreme challenges: steep walls, awesome lines, and all of it as fast and fluid as possible – no matter whether in powder, on icy spring snow, or every once in a while on a groomed run. There will be more models with new side cuts, even wider TwinTips, and even more fine-tuned and longer Rockers. These are features with which the individual target groups can identify.  
The growing number of touring skiers will also benefit from an expanding selection. There are many offers, such as new skis, even lighter, yet wider and stable enough for the best descents. Suitable for touring, Telemark, and even skiing on groomed runs.  
 
Rental boom
Yet another segment will – unobserved or thanks to the financial crisis – survive the winter: the rental business, as well as the many ski exchange programs including seasonal rentals. It is no surprise; fewer people can afford to buy brand-new equipment for the entire family for the one week of ski vacation that average skiers take every year. This means less ski sales in the future, yet more rentals on location. In France, for example, rental has already exceeded sales. Several manufacturers have already reacted to this situation with new strategies. “Try and buy offers consumers the chance to test high-quality, state-of-the-art products,” says Thomas Rakuscha, Director Marketing and Product Management Blizzard. “This way we reach those who haven’t bought a new ski, and maybe get them thinking. These days a good quality ski costs between 500 and 600 Euro. People, who take one week of ski vacation each year, rent their equipment on location. This also applied to those consumers who are willing to buy but are overwhelmed by the enormous range of selection. This is where renting is more a way to ‘test’ something – and I recommend it. That is also the reason why we no longer refer to it as ‘renting’, but ‘demo’.”
 
Designs are becoming more timeless yet also more extreme
The new designs are divided into two trends: on one hand they are subdued, almost timeless, with elegant, glossy or matte surfaces. White and black dominate, accented with colored lettering or curved lines, a quiet expression of athleticism and dynamic character. Often ski surfaces are monochromatic, sometimes with muted tone-in-tone patterns, or high-quality holographic designs. All these are signals to remain as unaffected as possible by strong fluctuations in fashion. Advanced racing skis continue to boast contrasting lines and numbers in bright red, yellow, green, or orange, albeit a little more muted than before.  
Designs for the younger target group, the Freeriders and Freestylers, are considerably livelier. Cool designs such as a skeleton, applied across both skies, graphics with Asian flavor, graffiti, Manga figurines, quotes, subway schedules, or Hip-Hop- and poker emblems in casino style. Combined with glossy or matte topcoats, yet also transparent versions.  
 
Integrated binding systems guarantee versatility
The binding specialists introduce their latest innovations with improved systems, safety and versatility, now also available as integrated binding systems for children’s skis. For example, thanks to the Schizo Frantic Insert System (by Marker for K2) it is now possible to adjust the binding backwards or forwards with just a few turns of the screwdriver, and to modify the binding position according to the terrain or personal preference. In the traditional position the ski is set for All-Mountain use, for fun in powder the binding is adjusted toward the back to increase buoyancy. Set in its central position, the ski becomes perfectly agile for reverse moves and in the park.  
 
Alpine boots are on the move
The successful alpine ski boot market is currently focusing even more on comfort and perfect fit. Manufacturers offer new thermo-forming shell customizing options, including new ways to provide the best orthopedic results. In addition, there are insoles and heating systems against cold feet, and simplified entry options for cuffs and lower shells. New boots with improved walking function, with flexible lower shell and softer sole pads, or buckles that do not create pressure points will be introduced. The technical features of the boots are often combined with modern designs, and new injection molding techniques permit the creation of completely new looks.
 
 
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