Maximum transparency and clarity are for Moncler the mots d’ordre underpinning all brand and marketing communications focused on the promotion of its products. Although for the moment the Group has not adopted any specific codes or voluntary standards in advertising, Moncler has always taken a highly responsible approach to marketing communications.
Moncler is fully aware of the influence the brand enjoys in the 70-something Countries in which it is distributed. As such, all promotional images and messages on the various communication channels used are carefully vetted to ensure they accurately convey company values, respect human dignity, are non-discriminatory and do not depict violent behaviour or dangerous conduct.
Particular attention is paid to marketing communications regarding the children’s collection, with constant focus placed on
complete respect for the fundamental principles for the protection of children and young people.
Moncler fully complies with all regulations governing advertising in force in each of the Countries in which it operates. A reflection of this overriding commitment lies in the fact that the marketing communications, advertising and
sponsorship initiatives tied to Moncler products have never once been found to breach regulations in force.
In line with the Group’s commitment to responsible communications with consumers, great importance is also placed on product labelling, with a view to delivering clear, transparent and accurate information.
Moncler guarantees full compliance with all national and international regulations governing product labelling.
Accordingly, the Group actively works with its suppliers to obtain reliable information on the materials and processes employed in the various stages of production.
All Moncler products carry labels providing accurate information as to the textile composition of the various components, washing and care instructions and the Country of manufacture. All information provided is translated into 11 languages.
Products made with specific types of materials carry additional information, such as the common name of the animal in the case of leather, the common and scientific name of the animal, origin and if subject to dyeing treatment in the case of furs, and the scientific name of the animal and percentages of feather and down in the case of down.
Moncler’s communications strategy has been giving growing prominence to digital channels of communication in its efforts to keep the pulse of and constantly engage clients and brand enthusiasts.
Moncler is fully present across all digital media: web, social media and mobile.
Significant energy, in terms of people and investments, is dedicated to social networking as a means of spreading the brand’s messages, but more so as a relational and clienteling tool, integrated with the Customer Relationship Management (CRM) platform.
This is true of the major social media such as Facebook, Twitter and Instagram (with respectively 2.5 million, 1 million and 320 thousand followers), where Moncler’s engagement is growing at significant rates, but also mobile- oriented apps such as WeChat in APAC, where Moncler has launched an official account to deliver brand communications through stores and personalised messages to individual clients. Moncler’s multichannel approach is aimed not only at business but also at strengthening relationships.
Moncler avails itself of technologies to monitor and manage social media
sentiment, with requests passed on to client service or other relevant Company divisions called in to address the signals gauged online. Every quarter detailed analyses are conducted for each geographic area on brand perception at the digital level and on the profiles of users who interact with the Moncler brand online.
In July 2015 the new website www.moncler.com was launched in 35 languages, with five home pages differentiated by geographic area. The website embodies a new concept of integrated portal, representing a virtual forum in which shopping experience and brand equity live side-by-side with an editorial approach and user experience that build on the Company’s physical store concept, as part of an increasingly integrated and omni-channel approach.
The success of the brand and popularity of the website are clearly reflected in the number of individual visitors. In 2015 alone, 15 million users visited the website, up 25% on 2014.
Moncler is one of the few luxury brands present on all the mobile platforms available on the market.
The brand’s focus on the mobile sphere is also linked to the fact that almost 70%
of digital traffic connected with Moncler comes from mobile devices.
This is why in 2015 new m-commerce apps were developed, where the focus is on sales, designed for a range of platforms and devices (iOS and Android smartphones and tablets and Windows phones).
Corporate communications are also becoming increasingly digital. An example is the tablet app designed specially for analysts and investors (Moncler IR).
As concerns digital advertising, Moncler has chosen to adopt solutions oriented towards online sales with strong engagement of social network users, abandoning traditional banner display advertising.
New digital communications projects are under continuous development.
As part of its efforts to break new digital ground, Moncler is exploring new opportunities in mobile-based proximity marketing, augmented reality and digital signage.
In addition, in 2016 the Group will launch a sophisticated global intranet system to foster collaboration and networking among colleagues.