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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 are central to Moncler’s growth strategy, whose goal is to provide end clients with a unique personalised multi-channel experience that best responds to market needs and strengthens the Brand at a global level.
For this reason, significant energies in terms of resources and investments have been dedicated to developing this area: from online advertising to social networks. In particular, at the level of social networks, Moncler is present on Instagram, Facebook,
Twitter and LinkedIn (in 2019 with 2.7 million, 2.9 million, 1.1 million and 131 thousand followers, respectively), WeChat and Weibo in APAC (with 249 thousand and 162 thousand followers, respectively), LINE in Japan (with about 382 thousand followers) while in Korea, Moncler has been present since 2018 with the Kakao Talk account (with about 44 thousand followers). It should be noted that, especially on Instagram, the level of consumer brand engagement has significantly increased in
the last two years. Social networks are also an important channel through which Moncler engages users and updates them continuously on news about the Brand. Social media has also been used to promote sustainability messages. During 2019, social and environmental activities, such as corporate volunteering, sustainable mobility and scientific research initiatives, were supported and promoted through the Group’s social media.
The year 2019 was important for the evolution of Moncler’s digital strategy. It saw the creation of the Digital Hub. This department drives the digital transformation in the Company and the spread of a digital culture. The fundamental elements of this drive are big data, consumer insights, interactive and personalised multi – channel experiences, innovative online media and special projects that improve the shopping experience and ensure customer expectations are exceeded. The Digital Hub’s activity was organised into 5 strategic pillars: D-Commerce, D-Marketing, D-Experience, D-Intelligence and D-Strategy&Culture. D-Commerce is aimed at defining innovative solutions in online business management. In addition to the management of buying and merchandising, it deals with the development of new markets. Indeed, in 2019, the stand-alone Korean e-commerce website was launched, which is fully managed by Moncler. D-Marketing aims to both refine reach and in – crease the level of client engagement and con – version. In 2019, several projects were developed to increase store traffic,
innovative media campaigns were launched, achieving an increase of over 40% in terms of reach thanks to the significant analysis, segmentation and organisation of data collected from clients. In addition, special collaborations and partnerships have been set up with etailers at global level and are being integrated with the marketing strategy. D-Intelligence identifies strategic growth levers through the analysis and management of qualitative and quantitative data to maximise knowledge about omnichannel clients and predict demand for new trends and products, therefore improving the client experience. The Big Data project was launched in 2019. In collaboration with Google, it aims to create a unique, complete and accurate view of the client. D-Experience works on the connection, design and implementation of the digital experience through multiple touchpoints and the effective management of projects implemented to improve engagement and conversion levels of clients. In 2019, in addition to the e-commerce website being updated and optimised in terms of usability in China and Korea,
omnichannel service management in EMEA, the United States and Japan was integrated and the first social commerce pilot project on Instagram was trialled. Finally, various augmented reality experiences were tested at both APP and web – site level, and mini-websites were created to grow organic traffic from search engines. D-Strategy&Culture aims to promote the development of business value and the spread of digital culture within Moncler. The Digital Hub is part of the Company’s wider digital transformation path. The first Moncler Hackathon was organised in July. This 24-hour event involved more than 400 employees from various business divisions and different coun – tries, with the aim of promoting co-creation and collaboration between functions to gener ate and accelerate innovation in the Company. To promote Moncler’s digital transformation, Digital Days will be held at Italian Corporate offices in the early months of 2020. They will be aimed at increasing awareness of the Digital Hub’s activities and spreading a “Digital way of working and thinking” throughout the company.