THE NEW MONCLER INVESTOR RELATIONS APP IS NOW AVAILABLE
Although the Group does not currently adhere to any specific codes or voluntary standards in advertising, it has always taken a highly responsible approach to marketing communications. Moncler is fully aware of the influence it enjoys in around 70 countries in which the Brand is distributed. For this reason, all images and messages delivered through any communication channel 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. An even greater attention is given to marketing communications related to children’s collections, which must guarantee absolute and constant respect for the fundamental principles underlying the protection of minors.
To this effect, Moncler fully complies with all applicable regulations in force in each country in which it operates. As evidence of this unrelenting commitment, Moncler’s product marketing communications, advertising, and sponsorships have never once breached any regulations in force.
As part of the Group’s commitment to enforce responsible communication with clients, great importance is also placed on product labelling, which must deliver clear, transparent, and accurate information. Moncler guarantees full compliance with all national and international labelling regulations in force. Accordingly, the Group works closely with its suppliers to obtain reliable information on the materials and process- es involved in the various stages of production.
All Moncler products feature a global label providing accurate information on the composition of all materials and components, washing and care instructions, and country of manufacture.
All information is translated into 9 languages. In addition, custom labels are applied to products to be distributed to specific markets, such as China, Japan, and Korea. 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 dyeing treatment (if any), in the case of furs; and the scientific name of the animal and percentages of down and feathers, in the case of down.
Moncler’s communication strategy has been relying more and more on digital channels to stay close to and ensure constant interaction with the Brand’s clients and aficionados.
Moncler is currently present across all digital channels: internet, social media, and mobile media.
Significant energy, in terms of human resources and investments, goes into to social networking, not only as a means to convey the Brand’s messages, but also as a relational and clienteling tool integrated into the Customer Relationship Management (CRM) platform.
This applies to main social media such as Facebook, Twitter, and Instagram (with 2.9 million, 1.3 million, and 700,000 followers, respectively, in 2016), where Moncler’s engagement is growing at an impressive rate. But this is also true of mo- bile-oriented apps such as WeChat in APAC, where Moncler launched an official account to deliver personalised client messages and Brand communications through the subscribing stores, and Line in Japan, where the Company opened an official account in December 2016, one of the first among luxury brands.
Moncler’s strategy is evolving from a multi-channel to an omni-channel approach, aimed at strengthening not only the business but also client relationships. To this end, the Company avails itself of technologies to monitor and manage social media sentiment, transferring requests to client service or other relevant Company divisions tasked with addressing any sentiment signals gauged online. Detailed quarterly analyses are performed in each geographic area to assess digital users’ Brand perceptions and the profiles of those interacting with Moncler online.
In July 2015, the Company’s new website, www.moncler.com, was launched in 35 languages, with 5 home pages differentiated by geographic area. The website, totally mobile re- sponsive, is a virtual forum in which shopping experience and brand equity are presented side by side, delivering an editorial approach and user experience that draw on the Company’s physical store concept, as part of an increasingly integrated and omni-channel approach.
The Brand’s success and the website’s popularity are clearly reflected in the number of online visitors: 16 million in 2016 alone.
Moncler is one of the few luxury brands present on all mobile platforms available on the market. The Brand’s attention to mobile media is also due to the fact that almost 80% of digital traffic related to Moncler comes from mobile devices, which explains the ongoing efforts in 2016 to fine-tune a number of m-commerce apps with a focus on sales, designed to run on different platforms and devices (iOS and Android tablets and smartphones and Windows phones). Corporate communications are also becoming increasingly digitalized, as evidenced by the tablet app – Moncler IR – specially designed for analysts and investors.
With regard to digital advertising, Moncler adopts programmatic ads and performance solutions focusing on online sales with the strong engagement of social network users.
The Company’s digital communications projects are always evolving and under continuous development. As part of its efforts to break new digital ground, Moncler is currently exploring new opportunities in the fields of mobile-based proximity marketing, augmented reality, and digital signage.