Moncler's Strategy

Since 2003, Moncler’s goal has been to pursue a sustainable and responsible development of its brand in the global luxury goods sector, in harmony and in line with the uniqueness of its heritage. Moncler strategy is strictly related to the Group’s philosophy and values and is based on six pillars.


Identity and unique positioning
The Moncler brand has a unique heritage which is its main asset and the entire strategy permeates through it. Heritage, quality, uniqueness and consistency define and characterise every Moncler product, a brand that withstands the tides of fashion, because real luxury today is having a high quality product that lasts.


A global brand without filters with the market
In recent years Moncler has pursued a strategy of growth underpinned by two fundamental principles, clearly outlined and firmly embraced by its Chairman and CEO, Remo Ruffini: to become a global brand and have no filters with the market. Today, 86% of Moncler’s turnover is generated outside Italy. This has been achieved by keeping a firm control on business and by reaching out directly to customers, wholesale, retail and digital.


Selective expansion of the product range

Thanks to its strong tradition and the credibility it has built over the years, Moncler has consolidated its position as worldwide leader in the premium down jacket segment. The Group is now selectively expanding outside its core business into complementary market segments –segments where it has, or is able to achieve, instant recognition and in-depth know-how. “Creating special garments with a specialist’s approach” is the motto that drives Moncler and will continue to steer it in the future.


Pursuit of direct relationships, to keep customers amazed
Dealing directly with customers, engaging them and understanding their expectations, even when latent and unexpressed, are the keystones of the relationship that Moncler seeks to build with its consumers, never failing to amaze them.


Development of the digital channel
Moncler believes that the digital channel is a fundamental and essential tool for brand communication and global business growth.


Sustainable growth that creates value for all stakeholders
The Brand has progressively strengthened its commitment to long-term sustainable growth, with a view to meeting stakeholders’ expectations and creating shared value.


The Group is forecasting a scenario of further growth in 2018, based on the following strategic guidelines.


Consolidation of key markets. Moncler wants to consolidate its presence in the domestic market as well as in the main international markets, also through the reinforcement of its retail mono-brand stores (DOS) network, the controlled expansion of its stores’average selling surface, the development of wholesale mono-brand stores (SiS), and the strengthening of its digital channel.


International development. Over the years, Moncler has followed a strategy of international growth, while always keeping strong control of the business and a direct dialogue with its customers, both in the wholesale and in the retail channel.


Selective expansion of product categories. The Group is working on a selective expansion in product categories that are complementary to its core business and where it has, or can achieve, high brand awareness and strong know-how.


Focus on customers. Developing a direct relationship with its customers, being able to engage them and anticipate their needs are the keystones of the relationship that Moncler plans to develop with its customers, especially with its local customers, a fundamental asset for the Group’s future growth.


Sustainable business development. The brand is reinforcing its commitment to sustainable and responsible long-term development, meeting stakeholders’expectations with a view to shared value creation.


With 201 retail stores (DOS) at the end of FY2017, in 15 years Moncler has been able to develop a global retail network and is today present in many of the most important luxury streets and malls. Between 2018 and 2020, the Company plans to enter some 2 new countries p.a. and to open at least 10 new DOS p.a., while continuing enlarging/relocating its existing stores.


Wholesale is and will continue to be a strategic channel for Moncler. Over the years, the Company has reached an highly selected and global distribution network while starting to focus on developing shop-in-shops (SiS) in the most important luxury department stores and airports. At the end of 2017, the Group had 59 SiS. Between 2018 and 2020, Moncler plans to open some 15 SiS on average p.a. The wholesale channel is also important to test new markets.