Carving, parallel bends – the technique for alpine skiing has really developed over the decades, just as much as ski design itself! And quite rightly so, as it’s the technical design which leads how you ski in practice.
Having excelled in the development of men’s alpine skiing, the Salomon Alpine Skiing Business Unit (AMER Sport Group) wished to concentrate its efforts on women’s skiing. Once the structure of the ski has been manufactured, tested and validated, the product emotion remained to be translated according to a receiver logic.
The first stage was to identify the target consumer. What profile of female skier was this all-round, powerful and yet light ski suited to? The second stage was to interpret the technical characteristics from the design point of view. Which materials, colours and previews would embody the idea of female strength? The third stage was to tell a pertinent story appropriate for the market. Which elements of the wording would reflect the positioning of this new equipment?
The S-Force women’s range – which will see the light of day on the Salomon e-commerce website in October 2020 – has already been acclaimed, as we hear from Sara Isoux-Gay, Alpine Skis Product Manager for SALOMON.