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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. 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 cover 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.
All information is translated into at least ten languages. In addition to this global label, 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, which governs animal farming methods and respect for animal welfare, as well as the traceability and technical quality of down.
The Group has always been looking for new ways to communicate and interact with its community. The digital channel has offered, and continues to offer, many opportunities.
In 2020 and 2021 Moncler further accelerated its digital transformation by defining a new business organisation and internalising the management of the e-commerce in line with an increasingly multichannel and integrated vision, aimed at personalising the client experience and strengthening client relationships across all touchpoints, physical and digital. This process led to the launch of a new e-commerce platform in 2021.
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, innovative services and experiences for the client, accelerated the presence in all types of digital commerce and spread a digital culture throughout the organisation.
Significant energy in terms of resources and investment have 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 4.7 million, 2.9 million, 1.1 million, 34 thousand, 257 thousand and 1 million followers, respectively, in 2021), WeChat, Weibo, Douyin and RED in Asia (with 720 thousand, 638 thousand, 134 thousand and 69 thousand followers, respectively) and LINE in Japan (with about 478 thousand followers) while in Korea Moncler has been present since 2018 on Kakao Talk (with about 173 thousand followers). Lastly, while social networks are an important channel through which Moncler engages users 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 (1.7 million followers), Facebook, Twitter, Pinterest, YouTube and Vimeo, WeChat, Weibo and the Little Red Book.
The Digital Hub, consolidated in 2020, is a department aimed at guiding Moncler’s digital transformation and acceleration and to spread the culture. E-commerce, big data, consumer insights, interactive and personalised omnichannel experiences, innovative online media and special projects that improve the shopping experience and help exceeding client expectations are the key elements underlying this team. The Digital Hub’s activity was organised around five strategic pillars: D-Commerce, D-Marketing, Consumer Engagement, D-Intelligence and D-Operations.
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 the creation of contents for clients and aims, on the one hand, at refining the reach, and on the other hand, at increasing client engagement and conversion. Several projects were developed in 2020 to increase the impact of social media, in-store traffic and media campaign performance. A notable example is the campaign on Tik Tok.
In addition, special collaborations and partnerships were set up with e-tailers on a global level, such as the virtual pop-up store created in collaboration with MyTheresa.
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 aims 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 Membership Programme, which will include exclusive benefits for the clients most loyal to the Moncler brand.
In September 2021 Moncler presented MONDOGENIUS, an immersive digital experience into the culture of the brand that took the Brand’s global community on a journey through five cities, sharing the creative visions of eleven designers, all under one show.
The project aimed at going beyond the product, embracing different communities and generations, exploring creativity and nurturing new experiences while crossing different words and different energies.
Designed to be a real immersion into Moncler’s energy and cultural evolution without leaving anyone out, MONDOGENIUS was structured as a journey between New York, Milan, Shanghai, Tokyo and Seoul to discover and explore the concepts that have inspired the Moncler Genius designers, spanning a variety of fields including art, film, music and extreme sports, creating endless possibilities to involve everyone, communicate and give voice to new messages.
The event, broadcasted on a dedicated microsite and on various social media platforms including Instagram, Facebook, TikTok, YouTube, LinkedIn, Twitter, WeChat, Weibo and Douyin and through Moncler’s network of e-tailers and media partners, opened the Brand’s world to everyone, closing the gap between physical and digital and putting creativity and entertainment in the spotlight, achieving a reach of 4.2 billion and a total of over 510 million views on the various digital platforms.
Moncler is constantly looking for new ways to connect and interact with its community both in the real world and online on various platforms. Gaming is a rapidly growing world able to attract and engage young generations, always
opened to explore new ways of living experiences.
In November 2021, Moncler and Fortnite presented a new in-game collaboration of garments and accessories inspired by the new
6 Moncler 1017 Alyx 9SM collection designed by Matthew Williams. Players were able to buy jackets or choose “reactive” outfits that change colour depending on the moves of the player inside the game.