Snow Avant Premiere 2017 Roundup

Europe was treated to its first on-snow test of 17/18 winter products where retailers, media and brands descended upon an icy cold La Clusaz in France for the action. Despite a slow start to the winter season, testers were greeted on the first morning of testing with up to a metre (in places) of the white stuff, and blue skies. Images by Harry Mitchell Thompson & Clive Ripley.

The brand count was clearly up on previous years, with the centre of the test village now containing a third row of brands instead of the previous two rows.

On chatting with a cross section of retailers, it’s unsurprising that the UK based shops were buoyant, benefiting from a weak pound against the Euro, making it cheaper for those shopping domestically as well as from abroad. Speaking to French retailers the story was a little different, with the poor snow and general market conditions making snowboarding a tough sell.

However, the good snow made for perfect testing conditions and despite the cold, retailers were able to squeeze in three solid days of bluebird snowboard testing before getting back to their stores.

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