sportFACHHANDEL fashion_09_2016

In the new branch Rüfiplatz industrial design is contrasted
by alpine elements: exposed concrete and workshop
furniture with oak wood and washed linen.
elegant fashion, bags and accessories, such
as traditional fashion are staged in lifestyle
worlds. Atmospheric pictures are created
with elaborate decoration and products
from the interior section. So picture
frames, decorative cushions and Gmundner
ceramics are also displayed and sold in the
traditional clothing department.
When one speaks of “Metropolis‘
radiance“ at Strolz elegant design labels
such as Alexander McQueen, Prada,
Stella McCartney, Bottega Veneta,
Dolce&Gabbana, Missoni and Fendi are
meant just as much as sporty brands in style
of Golden Goose, Dondup, Herno, J Brand,
Blauer and Allude.
The best names are also united in the
sector ski clothing, including Frauenschuh,
Toni Sailer, Mountain Force, Moncler,
Jet Set, Fusalp, Bogner, J. Lindeberg and
Fendi. According to Ambros strolz skiwear
is more functional than before but when
it comes to women there is still a target
group that would like the unusual and
less sporty. Labels such as Moncler, Fendi,
Bogner offer pieces going in that direction
whereas glamour is very reduced. There
are no longer allover rhinestones. In
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sportFACHHANDEL
FASHION • 09/2016
the trend towards technical ski clothing
understatement is dominating.
The own ski clothing collection was
discontinued many years ago despite being
successfull. Finally about 80 customers
were supplied. „The requirements for a
brand are very high“, Strolz explains, „a
collection has to be 100 percent today.
We did that in twos and would have had
to increase. One takes a high risk before
even having sold one piece. Retail is hard
but the production is harder. If material or
production have deficiencies they go into
production.“
The problem of different sales time
windows in town and winter sport regions
is still unsolved. If too many wares are
in circulation and there isn’t any snow
retailers in towns get nervous and reduce
the prices in december when the retailers
in the mountains are just after opening up.
Ambros Strolz: „All we can do is stay hard.
We´re a tourist business and try to sell
regularly as long as possible.”
90 Percent
Winter Operation
At the Arlberg the winter season goes
from december to mid-april. Those are
18 weeks during which Strolz generates
90 percent of its annual sales. Ski sports
are still the core business whereas there
is a rising trend in non-skiing tourists.
Those are couples of which only one goes
skiing, older people or people who seek the
winter experience in Lech. Alternatively
to the slopes, cross-country ski trails and
sun hiking trails have been established.
The enthusiasm for hiking has especially
grown a lot. Mbros Strolz: „We need
to take account of this tendency in our
product range. Those are customers who
attach importance to shopping and the
fashion range. “
The climate shift also affects the
traditional businesses business model.
Ambros Strolz quotes a climate study
concerning the region Zürs, Lech, Warth-
Schröcken which says that the temperture
has noteably risen over the last 45 years.
Experience shows that the weather
situation is becoming more and more
unpredictable especially during the start of
the season meaning during the first three
weeks in December. If there isn´t any snow
in the towns the stimulation goes amiss
and there aren´t any bookings.
During summer, the region located 1500
meters above sea level profits from the
climate development. When there are
tropical temperatures in the lowlands
people flee to the pleasantly cool
mountains. In summer 2015 Strolz was
able to register the company histories best
profit. Ambros Strolz also puts that down to
a row of attractive cultural events.