37 BOARd OF dIReCTORS RePORT36 BOARd OF dIReCTORS RePORT MONCLER GROUP 2023

STOne ISLAnd MARKeTInG, COMMUnICATIOn And dIGITAL MedIA The image is the product , is the absolute protagonist in every mar- keting activity, starting from communication. Over the years, the brand has created a strong and recognisable ico- nography entrusted to the multiculturalism expressed by the faces of the models and the direct photo shoot on a white background 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 activ- ities 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, x (Twitter), Pinterest, YouTube, TikTok and Vi- meo, in addition to Chinese social media: WeChat, Weibo and Little Red Book.

Stone Island has a very active fan base that interacts intensely 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.

In 2023, Stone Island announced a global multi-year partner- ship with Frieze, a leading international contemporary art and culture platform. Commencing at Frieze London in October 2023, Stone Is- land became the Official Partner of Focus, the section dedicated to galleries of younger talents, and of Frieze 91, the global membership program that provides access to the communities and art-shaping contemporary culture.

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, already in 2009, with Adidas and new Balance; and this further strengthened with other important collaborations including 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 re- sources to safeguarding the value, uniqueness and authenticity of its products and protecting its intellectual and industrial property (IP) rights relating to both Group brands, an essential foundation for pro- tecting its clients.

The internal department specialising in IP and brand Protec- tion focuses above all on administrative protection: protecting 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 copy- righted 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 physical and online market, removing illegal content from the Web, organising raids and seizures with the local authorities in many countries and, finally, taking civil, criminal and administrative actions. In 2023 the Group continued to hold a significant number of training sessions for Italian and foreign customs officials ad enforcement authorities. In particular, in 2023, 27 training sessions were held for the Moncler brand and 17 training sessions were held for the Stone Island brand.

BRAND PROTECTION

In 2023 constant efforts to combat counterfeiting led, at the glob- al level, to more than 3,300 cases of seizure for the Moncler brand and almost 1,400 cases for the Stone Island brand, removing from the market approximately 201,000 and 53,000 finished products, respectively, as well as nearly 125,000 and 88,000 counterfeit branded items respectively, such as logos and labels intended for the production of garments and accessories in infringement of the Group s IP 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, in 2023 the Group removed almost 45,000 on- line auction listings of counterfeit products, closed 190 sites in viola- tion, delisted more than 18,000 pages linked to counterfeit products and removed over 86,000 posts, accounts and sponsored advertise- ments on major social networks. In the case of Moncler, 2023 saw a reduction of around 94,000 auction listings of counterfeit products, the blocking of more than 500 sites, the removal from major search engines of almost 39,000 links to sites offering non-original products for sale and the removal of around 127,000 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 opportunity to verify the authenticity of the products. Starting in Autumn-Win- ter 2020-2021, this technology was also extended to Stone Island Junior garments, allowing for all garments the generation of an anti-counterfeiting report that can be used with payment institu- tions to obtain credit for the purchase of an unauthentic garment.

Confirming Moncler s and Stone Island s commitment to ap- plying brand protection procedures, aimed at regulating the meth- ods for verifying design and creative content, in 2023 Cultural Assessment and Risk Mitigation areas were strengthened. With the aim of raising internal awareness on IP and Brand Protection issues, a temporary exhibition called Fake Room was set up in April 2023: an interactive experience that allowed the entire Group communi- ty to experience first-hand the counterfeiting phenomenon and the strategies implemented by the Group to fight it. The exhibition was held both in Milan and Trebaseleghe, for three and two days respec- tively, involving over 350 participants.

As people are a fundamental resource for the creation of long-term value, the Moncler Group has always devoted attention, energy and resources to selecting the best talent, to the professional and per- sonal growth of its staff and to promoting company well-being. The Group has clear policies in place to provide a healthy, safe, merito- cratic and stimulating working environment, where everyone feels free to express their skills, potential and talent to the fullest, and where everyone s diversity is valued.

Welcoming everyone, always valuing diversity and free ex- pression are integral aspects of the company s culture and crucial to its model of growth and way of doing business. Moncler thrives in a multicultural environment and engages in a dialogue with all genera- tions and cultures, aware that diversity is a critical factor for success.

The search for most talented people worldwide and the abil- ity to retain them have always been at the top of the Group s busi- ness agenda. The opportunity to work in an international, dynamic, multicultural and meritocratic environment, together with Mon-

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