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The most stable and lasting relations are based on trust and transparency. For this reason, the Moncler Group has always conducted every marketing and communication initiative responsibly across all channels, paying close attention to how, what and with whom it communicates.
For the Moncler Group it is very important to communicate consistently, responsibly and transparently; for this reason, in 2022 it published its Ethical Marketing & Advertising Policy to formalise this awareness and commitment. All the images and messages delivered through the various online and offline communication channels are carefully defined so as to be in line with company values, to respect human dignity, to be non-discriminatory and to not evoke violent behaviour or dangerous conduct. Special attention is paid to the communication of the children’s collection, which aims to ensure absolute respect for the fundamental principles underlying the protection of minors. Although the Group does not currently adhere to specific voluntary codes or standards relating to advertising activities, it complies with all the relevant regulations in force in each of the Countries in which it operates. As evidence of this ongoing commitment marketing, advertising and sponsoring activities of
the Group’s products have never resulted in cases of non-compliance with existing regulations. Always with a view to responsible communication with clients, also product labels have a very important role for providing clear, transparent and accurate information. Moncler and Stone Island guarantee full compliance with applicable national and international regulation on product information. In line with this commitment, they actively collaborate with their suppliers to obtain information regarding the materials and processes used during the various production phases and carry out all the tests needed to verify the accuracy of the contents. All products feature a global label with information on the composition of the various components, washing and care instructions and the country of manufacture.
Where required, all information is translated into at least ten languages.
In addition, customised labels are applied to garments intended for specific markets. For garments containing specific categories of raw materials, additional information is included such as, in the case of down, the common name of the animal and percentage of down and feathers.
At Moncler in particular, with regard to down, a “DIST-certified down” label has been inserted into
all garments, guaranteeing that the down in the garment is certified according to principles set out in the DIST (Down Integrity System & Traceability) technical Protocol.
Lastly, Stone Island, through special tags on outerwear, describe the peculiarities of the innovative materials and treatments used.
Part of the Group’s commitment to transparency to clients is also the responsible management of privacy-related issues. The protection and processing of personal data are an important area for the Moncler Group that has become increasingly significant in recent years, also in view of the Group’s digital transformation.
As also stated in the Moncler and Stone Island Codes of Ethics, the Group is constantly committed to establish and implement appropriate measures of an organisational and technological nature to appropriately meet the privacy protection needs of their employees, collaborators, clients and suppliers, in compliance with all applicable laws and regulations and in accordance with the most recent best practices. In particular, with regards to clients, in 2022, for 91% of users who gave authorization, data has been used for secondary purposes (only Moncler’s commercial and marketing campaigns).
The Group has always been looking for new ways of communicating and interacting with new and existing communities.
Moncler further accelerated its digital transformation during 2022.
The goal is for every project, from the design of collections to product development and event design, to be digital native, to be designed with digital platforms as the first point of contact with clients to then be spread across all other channels. This new approach opens the door to a future full of creativity, experimentation and “contamination” between content and channels of interaction.
The new Digital, Engagement and Transformation
function was created in July 2020 to support the evolution of Moncler’s strategic vision and boost digital opportunities for the Company. The function defined and implemented the Brand’s strategy across all digital channels and spread a digital culture throughout the organisation.
Significant energy in terms of resources and investment has been devoted to the development of the digital area, from online advertising to new platforms and social networks.
In particular, at the level of social networks, Moncler is present on Instagram, Facebook, Twitter, YouTube, LinkedIn and TikTok (with 5.2 million, 2.9 million, 1.1 million, 38 thousand, 329 thousand and 1.2 million followers, respectively, in 2022),
WeChat, Weibo, Douyin and RED in Asia (with 1.1 million, 1 million, 245 thousand and 107 thousand followers, respectively) and LINE in Japan (with about 1.8 million followers) while in Korea Moncler has been present since 2018 with its Kakao Talk account (with about 223 thousand followers). Lastly, while social networks are an important channel through which Moncler gets users involved and keeps them constantly up-to-date on news regarding the Brand, they are also increasingly used to promote sustainability messages. Stone Island is also present on the main social networks, including Instagram (1.9 million followers), Facebook, Twitter, Pinterest, YouTube and Vimeo, WeChat, Weibo and the Little Red Book.
The Digital, Engagement and Transformation function manages and coordinates the Moncler Digital Hub, a department aimed at guiding Moncler’s digital transformation and acceleration and to spread the culture throughout the Company, around five strategic pillars: D-Commerce, D-Marketing, D-Intelligence, D-Operations and Consumer Engagement.
D-Commerce aims at defining innovative and unique solutions for handling the online business and mainly deals with buying and merchandising management.
D-Marketing is involved in creating digital
contents for clients and aims to both refine the reach and to increase client engagement and conversion. Several projects were developed in 2022 to increase the impact of social media, the in-store traffic and the media campaign performance. One important example is the launch of Moncler Curators on the website moncler.com, which asked celebrities from sport, fashion, business and entertainment, to curate their own personal Moncler selection.
D-Intelligence identifies strategic growth levers through the analysis and management of qualitative and quantitative data to maximise the
knowledge of omnichannel clients, identify demand for new trends and products thus improving the client experience.
D-Operations seeks to promote the development of business value and the spread of digital culture within Moncler.
Consumer Engagement is a department aimed at improving the understanding of, and connection with, the Brand’s current and future clients and at developing the new Loyalty Program, which will include exclusive benefits for the clients most loyal to the Moncler brand.