148 BE FAIR MONCLER GROUP 2022
Consumer Engagement is a department aimed at improving the understanding of, and connection with, the Brand s current and future clients and at develop- ing the new Loyalty Program, which will include exclusive benefits for the clients most loyal to the Moncler brand.
Significant energy in terms of resources and investment has been devoted to the development of the digital area, from online adver- tising to new platforms and social networks.
In particular, at the level of social networks, Moncler is pres- ent on Instagram, Facebook, Twitter, YouTube, LinkedIn and TikTok (with 5.2 million, 2.9 million, 1.1 million, 38 thousand, 329 thousand and 1.2 million followers, respectively, in 2022), WeChat, Weibo, Douyin and RED in Asia (with 1.1 million, 1 million, 245 thousand and 107 thousand followers, respectively) and LINE in Japan (with about 1.8 million followers) while in Korea Moncler has been pres- ent since 2018 with its Kakao Talk account (with about 223 thou- sand followers). Lastly, while social networks are an important channel through which Moncler gets users involved 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 Insta- gram (1.9 million followers), Facebook, Twitter, Pinterest, YouTube and Vimeo, WeChat, Weibo and the Little Red Book.