Moncler’s integrated and flexible business model is geared towards having direct control of the phases of production that add the greatest value, putting the pursuit of ever increasing quality at the heart of all its work.
Moncler’s success is based on a unique and consistent brand strategy, which also depends on the ability to develop innovative products that are strongly “anchored” to the history of the brand. Heritage, uniqueness, quality and innovation are the terms used in Moncler to define the concept of “luxury”.
The heart of Moncler and the source of its originality is the ‘Archive’, from which the first collections of the Brand were inspired and today continue to be a central and important part of the Moncler collections. All products inspired by the archives have always had and continue to have the classic Moncler logo. But the Moncler collections include also many “no-logo” and “less visible logo” products. The logo is in fact always integrated with the Moncler strategy.
Over the years, the Moncler collections have enriched themselves with the energy brought upon by some designers, both for Special Projects and, above all, for the Gammes. In 2006 the Moncler Gamme Rouge was launched, which is tied to the Haute Couture tradition and currently designed by Giambattista Valli. In 2009 the Moncler Gamme Bleu was introduced, designed by Thom Browne, representing a perfect combination of a tailored approach and the sporting aspect of the brand.
In 2010 the Grenoble collection was created inspired by few ski products, in order to reiterate even more strongly the link between Moncler and its roots. Moncler’s team of designers is subdivided by collection and works under the close supervision of Remo Ruffini,
who sets design guidelines and ensures that they are implemented uniformly across all collections and product categories. The design department is assisted and supported by the merchandising team and by product development.
Moncler’s products are designed, manufactured and distributed according to a business model characterised by direct oversight of all phases where the greatest value is added. Moncler directly manages the creative phase, the purchase of raw materials, as well as the development of prototypes, while it mainly assigns the “cut-make-trim” phase (façon) of the production stage to third party manufacturers.
The purchase of raw materials is one of the main areas of the value chain. In fact, in light of its market position and its values,
Moncler focuses both on the quality of the down used in its garments, which must comply with the highest standards in the industry and must be obtained in full respect of the animal welfare and the use of fabrics that must not only be of extremely high quality but also able to offer advanced functional and aesthetic features. Textiles and garment accessories (buttons, zips, etc.) are purchased from countries able to meet the highest quality standards, principally Italy and Japan. Down is purchased from Europe and Asia.
Moncler’s production is mainly based in
Eastern European countries, which are currently able to ensure quality standards that are among the highest in the world for the production of down jackets, over which the company carries out direct supervision by conducting audits designed to check aspects regarding product quality, brand protection and compliance with current laws and Moncler Code of Ethics.
The high-end lines, Gamme Rouge and Gamme Bleu, are produced in Italy as they require different production techniques and are inspired by the French and Italian Haute Couture.