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Trust and transparency are the cornerstones of the most stable and lasting relationships. For this reason, Moncler has always conducted every marketing and communication initiative responsibly on all channels, paying close attention to how, what and to whom it communicates.
It is very important for Moncler’s communication to be consistent, responsible and transparent. All images and messages delivered through any communication channel, whether online or offline, 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. 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. Although the Group does not currently adhere to any specific codes or voluntary standards in advertising, 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 existing national and international labelling regulations. Accordingly, the Group works closely with its suppliers to obtain reliable information on the materials and processes involved in the various stages of production and carries out all the tests needed to ensure the accuracy of the contents. 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 ten languages. In addition, custom labels are applied to products to be distributed to specific markets, such as China 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 common name of the animal and percentages of down and feathers, in the case of down. As regards down, a label with the indication “DIST-certified down” has been inserted inside all outerwear, guaranteeing that the down contained in the garment is certified according to the principles set out in the Moncler Technical Protocol called DIST (Down Integrity System & Traceability), which regulates farming methods and respect for animal welfare, traceability and the technical quality of the down.
Digital channels have always been central to Moncler’s growth strategy and continue to strengthen the Brand at a global level.
In 2020 the Company further accelerated its digital transformation by defining a new corporate organization and announcing the direct management of its e-commerce, in line with an increasingly integrated digital vision aimed at personalizing experience and strengthening the relationship with the client across all the Brand’s touchpoints.
This digital transformation is a turning point in the way Moncler interacts with its community through a new platform concept, in which the experience will be at the center of an even more personalized client journey. The goal is for every Moncler project, from collection definition to product development and event planning, to be digital native, to be designed with digital platforms as the first point of contact with clients to then spread across all other channels. This new approach requires rapid organizational, cultural and technological transformations and opens up a future full of creativity, experimentation and contents’ contamina-
tion, and interaction channels. In July 2020 Moncler set up the new Digital, Engagement and Transformation function to support the evolution of its strategic vision and to boost the digital opportunities for the Company. The function will be tasked with the implementation of the Brand’s strategy across all digital channels, the definition of innovative services and experiences for the client, the acceleration of Moncler’s presence in all types of digital commerce, and in the spread of a digital culture throughout the organization.
Significant energies and investments have been dedicated to the development of the digital area: from online advertising to social networks. Moncler is present on Instagram, Facebook, Twitter, YouTube, LinkedIn, and TikTok (in 2020 with 3.5 million, 2.9 million, 1.1 million, 27 thousand, 213 thousand, and 195 thousand followers, respectively), WeChat, Weibo, Douyin, and RED in Asia (with 496 thousand, 431 thousand, 32 thousand, and 27 thousand followers, respectively), LINE in Japan (with about 424 thousand followers) while in
Korea, Moncler has been present on Kakao Talk since 2018 (with about 108 thousand followers). It should be noted that, especially on Instagram, the level of consumer brand engagement has significantly increased in the last three years. Lastly, while social networks are an important channel through which Moncler engages users and keeps them up-to-date on the news about the Brand, they are also increasingly used to promote messages of sustainability. In 2020 a number of social and environmental initiatives, such as corporate volunteering, support for research and COVID-19, were enhanced and promoted through the Group’s social media, in particular its LinkedIn page.
Digital Hub, a department that drives Moncler’s digital transformation and acceleration and that spreads the digital culture, was established in 2019. E-commerce, big data, consumer insights, interactive and personalized omnichannel experiences, innovative online media, and special projects that improve the shopping experience and that exceed client expectations are the basic elements of the team. Digital Hub activity is organized around five strategic pillars: D-Commerce, D-Marketing, Consumer Engagement, D-Intelligence, and D-Operations.
D-Commerce aims to define unique, innovative solutions in online business management. In addition to the management of buying and merchandising, it deals with the roll out of new markets.
D-Marketing aims to refine reach and to increase client engagement and conversion. In 2020, several projects were developed to boost social media impact, in-store traffic, and media campaigns performance. The TikTok campaign is a notable example. In addition, special collaborations and partnerships have been set up with e-tailers at global level.
D-Intelligence identifies strategic growth levers through the analysis and management of qualitative and quantitative data to maximize knowledge about omnichannel clients and predict demand for new trends and products, therefore improving the client experience. In 2020 Moncler further developed the Big Data project, launched in 2019 in collaboration with Google, promoting the transition from a big data
approach to a more focused data management strategy (smart data) thanks to qualitative analyses that offer a unique and comprehensive view of the client that support the Company’s decision-making processes in real time.
Consumer Engagement aims to improve the connection with clients and simplify moments and touchpoints, to make the digital experience ever more personalized and seamless.
D-Operations aims to promote the development of business value and the spread of digital culture within Moncler.
In December 2020, Moncler launched the TikTok challenge #Monclerbubbleup to open an authentic dialogue with Gen Z and enhance their creativity. The Company asked users to take any idea associated with the
Brand, reinterpret the style, and complete the look with a Moncler jacket. The challenge, implemented with the invaluable help of Client Advisors, who personally invited clients to participate and join the
Brand’s social media universe, was a huge success reaching more than two billion views worldwide.