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iranda, can you tell us something about the now have to share their market with innovative newcomers, making
history of Perfect Moment? the competitive playing field very interesting.’
M‘For over 20 years, Perfect Moment has been creating
ski-wear for the most demanding skiers with a focus on perfor- Can you tell us about the cross-border expansion of
mance and statement designs. Today we have grown our collection Perfect Moment in this market?
of retro-inspired and technical clothing products to provide our ‘Our B2C activities started primarily in the United Kingdom.
fashion conscious community with a full range of winter ski and However, it quickly became apparent that our brand was sought
summer beach and surfwear. We always design with fashion, form after on a global basis, so we rapidly broadened our scope.
and function in mind.
Our marketing strategy is fully online driven and has an aspira-
The Perfect Moment adventure started in the mountains of tional global reach which has quickly translated into international
Chamonix in 1984, with Perfect Moment sales across Europe and the United States;
a vision of famed extreme sports filmmaker “THE TRADITIONAL the latter is now one of our strongest markets.
and Works champion skier, Thierry Donard. Asia is, of course, extremely important and a
designs that were characterised by quality, BRANDS NOW HAVE TO direction we are currently working on.’
He used his personal experience to create
ultimate goal of every athlete: to experience SHARE THEIR MARKET What challenges have you faced when
style and performance, and focused on the
crossing borders?
WITH INNOVATIVE the main markets, and here we have embraced
that Perfect Moment.’ ‘‘Ensuring our marketing strategy appeals to
What does the online ski market look NEWCOMERS, MAKING the Social Media Influencer strategy very well,
like? as well as more traditional digital methods.
‘There are a number of traditional play- THE COMPETITIVE
ers in the ski market and the focus on the One of the biggest challenges, of course, has
online channel is still in its infancy. This has PLAYING FIELD VERY been logistics, managing international deliver-
provided opportunities for fashionable and ies on a local level, returns, and fully under-
innovative brands such as ours. The result is INTERESTING.” standing the impact of duties and taxes.
that there is an ongoing switch when looking
at market domination. The traditional brands

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