37 bOaRD OF DIREcTORS REPORT36 MONCLER GROUP 2022bOaRD OF DIREcTORS REPORT

importance for Stone Island, with the aim of further elevating the positioning of the brand itself.

In 2022 the wholesale channel accounted for 63% of reve- nues while the remaining 37% was generated by directly managed stores and the online channel. as of 31 December 2022, the net- work of mono-brand Stone Island stores was composed of 72 retail stores and 19 mono-brand wholesale stores. In the fourth quarter, Stone Island opened its first DOS under the new format in chicago.

STONE ISLAND 31/12/2022 31/12/2021 Net openings 2022 asia 44 4 40 EMEa 21 20 1 americas 7 6 1 RETAIL 72 30 42 WHOLESALE 19 58 -39

STONE ISLaND MaRKETING, cOMMUNIcaTION aND DIGITaL MEDIa The image is the product , is the absolute protagonist in every marketing activity, starting from communication.

Over the years, the brand has created a strong and recog- nisable iconography entrusted to the multiculturalism expressed by the faces of the models and the direct photo shoot on a white back- ground where the garments are perfectly legible.

The detailed description of the fabric and the treatment of each individual garment are also present in the advertising campaigns.

Stone Island s tone of voice is direct and informative. Without adjectives, it is closer to the rigour of industrial design than to the world of fashion and lifestyle: a solid brand visual identity is also ex- pressed in the videos.

The product remains at the centre not only of marketing ac- tivities but also of installations, special projects in flagship stores and pop-ups with clients of international importance.

both its website and its social media platforms reflect the clean and industrial aesthetics of Stone Island.

The social media of reference is Instagram, flanked by the main platforms: Facebook, Twitter, Pinterest, YouTube and Vimeo, in addi- tion to chinese social media: Wechat, Weibo and Little Red book.

Stone Island has a very active fan base that interacts intense- ly with the official account and that promotes the brand through many spontaneous fan-based groups on social networks.

Over time Stone Island got closer to the music world, an im- portant brand s communication tool, with STONE ISLaND PRES- ENTS, a project for international music events featuring since 2015 high profile talents from the electronic music scene and more, and with STONE ISLaND SOUND, founded in 2020, a project that sup- ports contemporary music production with the aim of promoting lo- cal communities while building an ideal world sound map.

STONE ISLaND THE cOLab The common thread that runs through the history of Stone Island s collaborations is that they take place with mutual respect between collaborators. This was the case for the ante litteram collaborations launched, back in 2009, with adidas and New balance; and this has been further strengthened with other important collaborations in- cluding Supreme from 2014 to today, Nike from 2016 to 2019, Head Porter from 2015 to 2020, Persol in 2020 and from 2021, a new long-term partnership with New balance.

The Moncler Group dedicates significant effort and considerable resources to safeguarding the value, uniqueness and authenticity of its products and protecting its intellectual and industrial proper- ty (IP) rights relating to both Group brands, an essential foundation for protecting its clients.

The internal department specialising in IP and brand Pro- tection focuses above all on administrative protection: protect- ing Group brands in current and potential countries and product categories of commercial interest, including product forms and characteristics and product and process inventions, in addition to protecting copyrighted works.

Enforcement of IP rights and the fight against counterfeiting involve a wide range of activities, such as training and coordinating customs authorities, filing the relevant applications in the various countries, monitoring and taking investigative action in the physi- cal and online market, removing illegal content from the Web, organ- ising raids and seizures with the local authorities in many countries and, finally, taking civil, criminal and administrative actions. In 2022 the Group continued to hold a significant number of training sessions for Italian and foreign customs officials and enforcement authorities. In particular, in 2022, 41 training sessions were held for the Moncler brand and 36 training sessions were held for the Stone Island brand.

In 2022 constant efforts to combat counterfeiting led, at the global level, to approximately 3,000 cases of seizure for the Mon- cler brand and almost 1,000 cases for the Stone Island brand, re- moving from the market approximately 145,000 and nearly 64,000 finished products, respectively, as well as nearly 130,000 and 220,000 counterfeit branded items, respectively (such as logos and labels intended for the production of garments and accesso- ries in infringement of the Group s PI rights).

Increasing attention is paid to the digital channel, monitored on a daily basis to undertake enforcement activities on search en- gines, marketplaces, websites and social networks every day. In the case of Stone Island, the Group removed in 2022 more than 61,000 online auction listings of counterfeit products, 48 sites in viola- tion, more than 6,800 pages linked to counterfeit products and over 39,000 posts, accounts and sponsored advertisements on major social networks. In the case of Moncler, 2022 saw a reduction of over 80,600 auction listings of counterfeit products, the blocking of 300 sites, the removal from major search engines of more than 23,200 links to sites offering non-original products for sale and the removal of around 87,000 posts, ads and accounts promoting fake Moncler products through social networks.

To strengthen its strategy of fighting online counterfeiting, both brands are continuing their plans to bring civil lawsuits for counterfeiting in the United States against sellers who promote the international sale of counterfeit products on digital platforms, re- sulting in a strong deterrent for counterfeiters.

To increase protection of its end clients, in 2021 Moncler began to enhance its authenticity-traceability system, now char- acterised by a unique alphanumeric code and an NFc (Near Field communication) tag, allowing the end consumer to immediate- ly receive feedback on the nature of the garment purchased by scanning the NFc with a smartphone or tablet and keeping the ver- ification mode active on the code.moncler.com website, managed directly by Moncler. Where necessary, Moncler also compiles ex- pert reports for defrauded customers who wish to recover sums paid in the unwitting purchase of a counterfeit garment from the relevant electronic payment services companies. Similarly, since Spring-Summer 2014 Stone Island has been using the certilogo® technology and experience to provide clients with the opportuni- ty to verify the authenticity of Stone Island and Stone Island Shad- ow Project products. Starting in autumn-Winter 2020-2021, this technology was also extended to Stone Island Junior garments, al- lowing for all garments the generation of an anti-counterfeiting report that can be used with payment institutions to obtain credit for the purchase of an unauthentic garment.

Moncler also remains committed to applying procedures governing how design and creative content is verified, underscor- ing the increasing importance of the issues of cultural assessment and risk mitigation. These procedures introduced in 2020 and now fully implemented are the subject of constant updates and training for all functions concerned, given also the company turn- over. The same process was implemented at an operational level

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