CLIENT BRAND EXPERIENCE

For both Brands, distribution takes place through Direct-to-Consumer (DTC) and wholesale channels, with a network of mono-brand stores and a strong direct online presence.

In 2024, Moncler strengthened its direct presence through new selected openings and relocation to more strategic locations and larger stores, while Stone Island pursued its path towards acquiring direct control of distribution in the markets in which it operates. After the internalisation of distribution in South Korea and Japan and the DTC channel in the United Kingdom in 2022, in 2024 Stone Island completed the process launched at the end of 2023 to take full control of the Brand’s distribution in the Chinese market, and internalised its e-commerce channel.

For both Moncler and Stone Island, the omnichannel approach is central to the distribution model and includes services aimed at providing clients with greater flexibility during the purchasing process, allowing them to book or

order a garment online and try it in store or receive it directly at home, as well as buy garments conveniently from home through distance sales.

Aware that every moment of contact with the client is an opportunity to welcome, learn, tell, engage and collect feedback, the Group defines each project and initiative with the aim of improving the shopping experience, involving clients more and more in the world of Moncler and Stone Island. With this in mind, Moncler has developed the Retail Excellence project, extended in 2021 to Stone Island under the name of Omnichannel Excellence, to strengthen the Direct-to-Customer (DTC) culture. The project involved several areas, ranging from the redesign of the client experience to the organisation of stores and sales staff and the redefinition of processes and operating methods, with the aim of knowing and engaging consumers, building their loyalty and developing an increasingly omnichannel approach.
Ensuring consistency across all clients contact

points is fundamental for the Group, which has also extended the principles of retail excellence to all its wholesale channel partners, starting with mono-brand points of sale and airports. This approach includes sales force training, client experience personalisation, after-sales services and integrated communication.
 
Moncler has adopted a selective distribution system, updated periodically, which ensures compliance with qualitative and quantitative criteria to maintain the positioning of the Brand. The system, also adopted by Stone Island in 2024, establishes rules for selecting distributors, displaying products, staff skills and packaging, ensuring alignment with the image and values of the Brand.
Both Brands also subject their business partners to annual audits carried out by both the staff of the two Brands and independent third-parties to verify compliance with its service and quality principles in accordance with the ISO 9000 standard.

Listening to clients is a fundamental strategic activity to ensure that the service offered is in line with their desires and expectations. A continuous dialogue with clients not only allows the Group to respond promptly and accurately to their needs but also helps to mitigate theoretical risks and reduce potential negative impacts, fostering a relationship of trust and transparency. In this way, the Group is able to quickly adapt to market dynamics, constantly improving the experience offered and strengthening its reputation.

The VIBE project, adopted at a global level by the Moncler brand, involves the systematic collection of feedback from local clients after each purchase through a quick questionnaire that analyses, on a scale of satisfaction from 1 to 5, various aspects of the experience, including hospitality, personalisation and service.
The goal of the project is to identify and redress any cases of dissatisfaction, but above all, to support and focus the Client Advisor on getting to know clients even more so as to establish a long-term relationship.
The survey is structured into five steps: the day after the purchase clients receive, by email or SMS, a summary of their purchase and a questionnaire of five questions. Client feedback (VIBE) is immediately notified in the clienteling app available to the Client Advisor, who will then be able to see the comment left by the client and thank them in order to strengthen the relationship. In case of dissatisfaction, the Store Manager will be tasked with finding a solution that fully meets the client’s expectations and initiatives aimed at improving the in-store experience.
At the end of 2024, the Moncler brand maintained a high VIBE score of 94 (on a scale of 1 to 100), which measures the clients’ willingness to recommend Moncler to others, in line with 2023.
 
The Company aims to maintain an excellent VIBE score for 2025, consolidating its performance in the range of excellence.

Moncler also has a worldwide direct client communication channel, Client Service. It is not only a service unit aiming to become the main point of contact for the clients, but also represents a channel for constant dialogue with a view to continuous improvement. The service handles support requests from clients from the various channels, both physical and digital, in an omnichannel perspective at global level. In 2024, the Company strengthened the process of digitalising Client Service by enhancing its social media presence, using instant messaging, implementing web chat and integrating clienteling activities.
Client interactions have also been improved through specific engagement activities aimed at supporting Client Advisors in identifying and customizing touchpoints, including launches of new products or new collections (Product Moments), cross-cutting occasions such as international holidays (Festivity Moments), and personal ones such as birthdays (Personal Client Moments). Each of them represents an important opportunity for Moncler to create value for its clients, build relationships of trust and deliver a highly distinctive and engaging experience.
Furthermore, in an environment characterised by increasingly intense interaction between Client Advisors and clients, growing integration between the physical and digital channels, Moncler’s clienteling app, MonClient, has taken on a role of fundamental importance. The application is based on the centralised and integrated management of the Client Relationship Management (CRM) calendar, enabling Client Advisors to manage appointments, plan and record activities related to Client Moments, check product availability, make sales, enhance the client database and handle after-sales requests. In 2024, the features of the MonClient app were again improved.

As use of technology by clients accelerates, Moncler’s clienteling is becoming increasingly relational and supported by social platforms as

well as by digital tools such as video messaging, digital appointments, distance sales and phygital events, creating new synergies between physical stores and digital channels, accompanying clients in discovering the Brand.

In 2024, the Stone Island brand continued to strengthen the direct relationship with clients thanks to MyStoneCompass (MSC), an app that allows Client Advisors to stay in touch with clients and offer a personalised experience, including in the after-sales phase. Thanks to MSC, Client Advisors can analyse the client’s purchase history and profile, providing a highly personalised experience built around each individual’s specific needs and preferences. This integrated system allows for a more comprehensive understanding of client preferences and behaviours, optimising the offering and improving the overall experience.

VIBE After Sale has also been implemented globally since 2020 for the Moncler brand, in order to allow the systematic collection of feedback from clients who have used the after-sales service. In 2024, the Moncler brand achieved a VIBE After Sale score of 90 (on a scale of 1 to 100), six percentage points higher than in 2023.

In addition, the Moncler brand commissioned a quantitative study based on the CAWI (Computer Aided Web Interviews) methodology to understand clients’ perceptions of various areas of interest. The research was carried out on a representative sample of individuals aged between 16 and 54, all with a strong passion for fashion and luxury; it was conducted in seven cities where the Moncler brand is present, involving 800 participants per city, for a total of 22,400 annual interviews. The surveys were carried out in four periods during the year, enabling timely and continuous data collection. The data were collected anonymously through certified panel providers and subsequently analysed in aggregate form, ensuring the highest level of privacy protection.