Luxury boom on the slopes: how "Dior", "Burberry" and others are shaking up the ski resorts

Julia Emma Weninger, 12.01.2024

St. Moritz, Zermatt, Cortina d'Ampezzo and Kitzbühel: the exclusive winter sports resorts in the Alps are increasingly becoming the place to be for luxury brands.

What began in summer with pop-ups on Europe's most beautiful beaches is now continuing in exclusive winter sports resorts. The top ski resorts such as St. Moritz, Zermatt and Kitzbühel attract many renowned brands not only because of their relaxed atmosphere, but also because of the high purchasing power of their visitors.

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Luxury boom on the slopes: how "Dior", "Burberry" and others are shaking up the ski resorts