– Vaudois skis slip into the “Emily in Paris” series
A pair from the XO brand found itself in full view on the slopes of Megève, where part of the fourth season of the globally successful Netflix series takes place.
Published today at 3:41 p.m.
Emily (right), always in good company, learns the pleasures of skiing on a pair of Vaudois skis in the phenomenon series on Netflix.
Netflix
Subscribe now and enjoy the audio playback feature.
BotTalk
Better than a window on rue de Bourg, a place in the phenomenon series “Emily in Paris”. Followed by tens of millions of fans around the world, the saga has become a marketing asset of choice to those who manage to pass on, in exchange for a big dollar, an item of clothing or a product to the chirpy Emily Cooper.
Netflix also makes no secret of this: “This program uses product placement,” warns the streaming giant. RTS recently revealed the juicy behind the scenes of this Emily-maniawhich transforms the characters of the series into real billboards.
A Vaudois company has just taken advantage of it. Perhaps tired of love triangulations and candy pink stereotypes about the City of Lights, the young American finds herself in Megève for a little getaway in the mountains. And there, forgive us for being cocardis: Emily skis on slats made in Vaud!
At this point you will find additional external content. If you accept that cookies are placed by external providers and that personal data is thus transmitted to them, you must allow all cookies and display external content directly.
Allow cookiesMore info
“This is the V7 model with a black and sober design that propelled our brand in 2011,” explains Anna Exartier, co-owner of XO with her husband, Stéphane, a former professional skier who defended the colors of France at the Olympic Games. Albertville in 1992. “It is not impossible that we decide to relaunch production of this model for the coming season.”
The stylist’s “favorite”
But we promise, the couple from Belmont-sur-Lausanne didn’t break the bank to have their high-end skis appear in the successful series. “We would never have the means to impose our product. It’s simply a favorite of the stylist,” she smiles. The perfect counter-example of this new business model which allows brands to buy a presence in the scenario.
Stroke of luck: the Vaudois company is in fact well placed in the “Ski Room” of a 5-star hotel in Megève. When the managers of the establishment show off their range to the production team, it is a pair of XOs which is voted the most “Emily compatible”. “Given the level of demands of such a series, it was unexpected! Especially for a small niche brand like ours,” rejoices the entrepreneur.
Left on the slopes by her boyfriend, Emily is finally helped by the dark Marcello.
Netflix
Enough to boost sales for this brand which sells some 3,500 pairs per season? “We only see them for a fraction of a second,” says Anna Exartier, “but some customers who already know the brand have spotted them and congratulated us from the United States or Canada.”
Is Anna Exartier just a fan of the series? “It’s sometimes a bit of a caricature, but Emily saved my confinement,” she confides. For me, who is from Saint-Gervais, right next to Megève, it was fun to see Emily at home, with Mont-Blanc in the background.”
In any case, their partner hotel will not hesitate to ride this Emily-mania. “They will offer a tailor-made experience for customers who are fans of the series, opening the track just for them,” reveals the adopted Vaudoise. I hope that to completely stick to the series, they will take our skis!”
Thibault New Weme is a journalist for the Vaud section. After a Bachelor in political science, he obtained his Master’s degree at the Academy of Journalism and Media (AJM) at the University of Neuchâtel. He also worked with the editorial staff of Le Temps.More info
Did you find an error? Please report it to us.
0 comments
