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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 and satisfying customer expectations.
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. The journey, which began in 2003 when Remo Ruffini acquired the Group, has always been coherent and pursued without compromise. Heritage, uniqueness, quality, creativity and innovation are the terms used in Moncler to define the concept of “luxury”.
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 by the merchandising and product development teams, who support the creation of the collections and generate creative ideas.
“Moncler’s products are designed, manufactured and distributed according to a business model featuring direct control 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 the “cut-make-trim” phase (façon) of the production stage is partly assigned to third party manufacturers (façonists) and partly managed internally.
The purchase of raw materials is one of the main areas of the value chain.
All raw materials, not only the down but also textiles and garments, must comply with the
highest standards in the industry and 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, mainly Italy and Japan. Down is purchased from Europe, North America and Asia.
The “cut-make-trim” phase is conducted both by third party manufacturers (façonists) and in the Moncler manufacturing plant, established in 2016 in Romania, which actually employs c. 1,100 people and which will be expanded in 2020.
The third-party suppliers working for Moncler are
mainly located 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. Moncler supervises these suppliers directly by conducting audits designed to check aspects regarding product quality, brand protection and compliance with current laws and Moncler Code of Ethics (updated in 2017) and Supplier Code of Conduct (approved in 2016).”