147 BE FAIR146 BE FAIR MONCLER GROUP 2022
networks. In the case of Stone Island, in 2022 as a result of such activities approximately 61,000 online auction listings of counter- feit products were taken down, around 48 sites in violation were closed, more than 6,800 pages linking to counterfeit products were blacklisted and approximately 39,000 sponsored posts, accounts and ads on major social networks were removed.
In 2022 activities aimed at fighting non-fungible token (NFT) digital products began on marketplaces dedicated to both brands, thus confirming that the Group remains at the forefront of the fight against new counterfeiting phenomena. Almost 200 NFTs in viola- tion of the Moncler brand and 190 NFTs in violation of the Stone Is- land brand have been removed since the project was launched.
To strengthen the strategy to fight online counterfeiting, Moncler and Stone Island have continued to implement the action plan against vendors in the United States involved in the interna- tional sale of counterfeit products on digital platforms, resulting in a strong deterrent for counterfeiters.
On the digital front in 2022 Moncler continued to participate in the Memorandum of Understanding project promoted by the Eu- ropean Commission and signed in 2016 by various brands and the main European sales platforms, aimed at ensuring concrete collab- oration between brands and platforms on reducing the presence of counterfeit products on such platforms.
The Group also collaborates locally with the main customs and enforcement authorities worldwide to identify counterfeit Mon- cler and Stone Island products, providing, where necessary, expert reports attesting their illegal nature.
The training sessions delivered to the enforcement authori- ties continued in 2022, both in digital way and in person. 41 training sessions were held by Moncler and 36 by Stone Island, for Italian and foreign customs officers and enforcement authorities, main- taining the dialogue with them with the aim of increasing the aware- ness of the two Brands.
Constant collaboration during the year made it possible to con- tinue to manage approximately 3,000 seizures by Moncler and near- ly 1,000 by Stone Island at the global level, removing from the market approximately 145,000 and 64,000 finished products and more than 130,000 and 220,000 counterfeit accessories and branded items, such as non-authentic logos and labels intended for the production of counterfeit garments and accessories. At the national level, the activity implemented by the Group enabled Moncler and Stone Is- land to carry out, respectively, 297 and 257 seizures enabling the removal from the market of a total of approximately 155,500 coun- terfeit finished products, accessories and branded items.
In confirmation of Moncler and Stone Island s commitment to applying brand protection procedures relating to methods of verifying stylistic and creative content, cultural assessment and risk mitigation issues were strengthened in 2022. To raise internal awareness of the departments that apply these procedures, four training sessions were held, in addition to the sessions on Brand Protection and Intellectual Property.
Moncler and Stone Island s work in the area of brand protec- tion is also characterized by the participation and collaboration as active members in the main national and international associations dedicated to combating counterfeiting, including INDICAM in Italy, UNIFAB Tokyo in Japan, UNIFAB in France, ACG in the United Kingdom, ECCK in South Korea and Friends In Fashion. See also pages 70-71.
The most stable and lasting relations are based on trust and transparency. For this reason, the Moncler Group has always con- ducted 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 consis- tently, responsibly and transparently; for this reason, in 2022 it pub- lished its Ethical Marketing & Advertising Policy to formalise this awareness and commitment. All the images and messages deliv- ered through the various online and offline communication chan- nels 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 en-
TRANSPARENT AND RESPONSIBLE COMMUNICATION
sure 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 ac- tivities, 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-compli- ance with existing regulations.
Always with a view to responsible communication with cli- ents, also product labels have a very important role for providing clear, transparent and accurate information. Moncler and Stone Island guarantee full compliance with applicable national and in- ternational regulation on product information. In line with this com- mitment, 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 ver- ify the accuracy of the contents. All products feature a global la- bel with information on the composition of the various components, washing and care instructions and the country of manufacture.
Where required, all information is translated into at least ten languages. In addition, 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 per- centage 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. Lastly, Stone Island, through special tags on outerwear, describe the peculiarities of the innovative ma- terials and treatments used. See also pages 138-140; 163.
DIGITAL STRATEGY The Group has always been looking for new ways of communicat- ing and interacting with new and existing communities.
Moncler further accelerated its digital transformation during 2022.
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 ap- proach 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 func- tion defined and implemented the Brand s strategy across all digital channels and spread a digital culture throughout the organisation.
DIGITAL HUB
The Digital, Engagement and Transformation function manages and coordinates the Moncler Digital Hub, a department aimed at guiding Moncler s digital trans- formation and acceleration and to spread the culture throughout the Company, around five strategic pillars: D-Commerce, D-Marketing, D-Intelligence, D-Op- erations and Consumer Engagement.
D-Commerce aims at defining innovative and unique solutions for han- dling the online business and mainly deals with buying and merchandising management.
D-Marketing is involved in creating digital contents for clients and aims to both refine the reach and to increase client engagement and conversion. Sever- al projects were developed in 2022 to increase the impact of social media, the in-store traffic and the media campaign performance. One important example is the launch of Moncler Curators on the website moncler.com, which asked ce- lebrities from sport, fashion, business and entertainment, to curate their own personal Moncler selection.
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 improv- ing the client experience.
D-Operations seeks to promote the development of business value and the spread of digital culture within Moncler.