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Although the Group does not currently adhere to any specific codes or voluntary standards in advertising, it has always taken a highly responsible approach to marketing communications. All images and messages delivered through any communication channel 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. An 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. To this effect, 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 all national and international labelling regulations in force. Accordingly, the Group works closely with its suppliers to obtain reliable information on the materials and processes involved in the various stages of production. 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 9 languages.
In addition, custom abels are applied to products to be distributed to specific markets, such as China, Japan, 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 scientific name of the animal and percentages of down and feathers, in the case of down.
Moncler’s communication strategy has been relying more and more on digital channels to stay close to, and ensure, constant interaction with the Brand’s clients and aficionados. Moncler is currently present across all digital channels: internet, social media, and mobile media.
Significant energy, in terms of human resources and investments, goes into to social networking, not only as a means to convey the Brand’s messages, but also as a relational and clienteling tool. This applies to the main social media, such as Instagram, Facebook, and Twitter (1.1 million, 2.9 million, and 1.2 million followers, respectively, in 2017), where Moncler’s engagement is growing at an impressive rate. But this is also true of mobile-oriented social network apps such as WeChat (in APAC), where Moncler opened an official account to deliver personalised client messages and Brand communications through the subscribing stores. In November, the Company also used the app to launch its first temporary e-commerce platform to regularly promote new initiatives for special collections. In Japan, in 2016, the Company opened an official account on Line, positioning itself among the top luxury brands.
In 2017, Moncler launched its first Influencer Marketing projects in the United States, APAC, and Europe. These projects aim to increase brand awareness through targeted social media postings by selected micro and mega-influencers, so as to reach key market segments such as millennials.
In terms of launching a global omni-channel strategy aimed at strengthening not only the business but also client relationships, Moncler avails itself of technologies to monitor and manage social media sentiment, transferring requests to Client Service or informing other relevant Company divisions tasked with addressing any sentiment signals gauged online. Detailed quarterly analyses are performed in each geographic area to assess digital users’ Brand perceptions and the profiles of those interacting with Moncler online.
The Company’s new website, www.moncler.com, launched in 2015 in 35 languages, with 5 home pages differentiated by geographic area and completely mobile-responsive, was conceived to deliver a new concept of integrated website. A virtual forum in which shopping experience and brand equity are presented side by side, delivering an editorial approach and user experience that draw on the Company’s physical store concept, as part of the global implementation of the omni- channel model.
To this end, in October 2017, the Company kicked off the pilot phase of this strategic project, which saw the boutiques in Milan Via Montenapoleone (Italy), Turin (Italy), and London Old Bond Street (United Kingdom) offer web services such as Click from Store, Pick up in Store, Return in Store, and Product Store Availability (the latter covering only all stores in Italy, except for airports and resorts). In December 2017, the Company also launched the Korean version of the Brand’s moncler.com website.
Moncler is one of the few luxury brands present on all mobile platforms available on the market. The Brand’s focus on mobile technology is driven by the realisation that almost 70% of digital traffic related to Moncler is generated by smartphones. In 2017, the Company’s iOS e-commerce app was upgraded with new graphics and enhanced usability.
With regard to digital advertising, Moncler adopts programmatic ad banners and performance solutions focusing on online sales with the strong engagement of social network users. The Company’s digital communications projects are constantly evolving and growing. As part of its efforts to break new digital ground, Moncler is currently exploring new opportunities in the fields of mobile-based proximity marketing and augmented reality.