It is predicted that China will have 10mn skiers in a few years’ time which will represent about one-sixth of the global total. As a result China is set to rival the USA in terms of size for snow sports participation. With a ski industry which is still in its infancy, China provides huge potential for ski and snowboarding companies, according to a report in the latest issue of Performance Apparel Markets.

By contrast the USA has 11 mn skiers and snowboarders who spent US$2.25 bn on ski equipment and apparel during the 2004/05 season.

With 60 mn participants worldwide -- who tend to be wealthier than average -- skiing and snowboarding represent an attractive market for performance apparel companies. Many brands within the industry have built a fashionable image which appeals beyond snow sports participants to those who do not set foot on a mountain.

Fashion fuels the market for snow sports apparel and helps to ensure repeat sales. Many different types of snow sports exist -- each appealing to different age groups. As a result the snow sports apparel market is becoming increasingly diverse. New styles of skiing have spurred companies into designing apparel with different features and styles to appeal to each segment of the market. Skiwear designers are also influenced by fashion trends off the mountain as well as on the mountain.

When snowboarding took off in the 1980s, it inspired a host of specialist apparel companies to focus on snowboarders. Snowboarding apparel is influenced by streetwear with longer jackets, baggy trousers and many layers. The latest development on the mountainside is freeskiing -- a cross between alpine skiing and snowboarding. Spyder, for example has developed a whole line of clothing for freeskiers.

Generally, snow sports apparel has a sleeker look. It has become warmer, lighter and less bulky through the use of lightweight, waterproof, breathable fabrics which are the cornerstone of the industry’s outerwear. This is attracting new markets from a general sportswear and fashion perspective too.

While there has been a general decline in the number of participants in alpine skiing, snowboarding has increased in popularity ever since it first hit the slopes in the 1980s. Interestingly, snowboarding is by far a young male dominated sport. In the USA, 73% of participants are male and 77% are under 25 years old. In contrast alpine skiing has a more even demographic split.

Bright spots in the global market for snow sports wear are Russia and China where growth in the sport sits in contrast to slow growth or declines elsewhere. China currently has 200 ski areas but the industry is still in its infancy. The potential lies in the country’s rapidly growing middle class. Some predict there will be more than 10 mn skiers in China in a few years' time.

Smart fabrics and interactive technology are also of great interest in the ski wear market. Some of the first consumer products incorporating electronic fabric switches were ski jackets. Many new developments in smart fabrics often find a market among the various layers of clothing worn by enthusiasts on the mountainside.

Much like the rest of the sports apparel market, skiwear is also focusing on the female market with more thought going into product design and features.

In the long-term, however, the industry has to consider the long-term threat of global warming. Hundreds of resorts are predicted to go out of business in years to come if global warming continues at its current pace.