Moncler Group | Annual Report 2024 Board of Directors’ Report 44 Moncler Group | Annual Report 2024 Board of Directors’ Report 45

Moncler also continues to develop the digital channel.

Following the internalization of the .com site completed in 2021

and the subsequent implementation of the new front-end concept

of the platform, the evolution continues with constant updates,

in order to improve the experience and the customer journey

inspired by the world of entertainment, guaranteeing smooth

navigation with dedicated contents and services. These also

include customization through the new Moncler by Me service

launched in 2022.

Moncler — Marketing and Communication

Moncler was born in the mountains. Born to protect, to keep

warm. Born to deal with extremes. A dynamic company by nature,

Moncler has always been driven by a relentless pursuit of

innovation through disruptive creativity.

With a clear purpose to push the boundaries of luxury,

extend its reach, and bring it to places never seen before,

Moncler embraces the power of endless creativity in everything

it does. It strove towards increasingly ambitious goals, sought

out more voices and embraced its boldest side — always

with exacting precision. Moncler aims at constantly redef ining

the possibilities of creativity and performance, imposing itself

as far more than a luxury brand, as the brand of the extraordinary.

Today, to fully realize its potential, Moncler is def ined

by three key brand dimensions: Moncler Collection,

Moncler Grenoble, and Moncler Genius. Each plays a crucial

role in shaping the brand’s future through unique initiatives

and a narrative that strengthens its identity. If Moncler Genius

is the dimension that embodies the brand’s interpretation

of evolving cultural codes and creative collaborations,

Moncler Grenoble is an expression of a more technical inclination

tailored for the outdoors, while Moncler Collection features a style

reminiscent of the most iconic pieces.

Over the course of 2024, Moncler explored new ways to

connect with diverse audiences and deepen its inf luence across

fashion, culture, and performance. By integrating its core

dimensions into unique projects the brand highlighted its

commitment to innovation technical excellence and

timeless design

In October 2024 Moncler introduced a bold new chapter

for Moncler Genius with The City of Genius an extraordinary

immersive event closing the Shanghai Fashion Week

Set in a monumental 30000 squaremeter space The City

of Genius served as a metropolis of immersive experiences

where creativity and innovation merged with Shanghais

distinctive culture addressing the question how do you live Genius

Following the belief that we are all born Genius Moncler

brought together a dynamic community of creative visionaries

from around the world to cocreate groundbreaking collections

and experiences The City of Genius showcased 10 unique

designer neighbourhoods, each representing powerful creative

concepts where luxury, art, design, entertainment, and culture

converged. As guests explored this immersive world, they

were

invited to break free from conventions and experience

f irsthand

the limitless possibilities of imagination, proving that Genius

is everywhere, and within everyone. The event marked an

unprecedented moment in Moncler's brand history, with the

livestream attracting 57 million viewers across digital platforms,

while 8,000 guests attended in person.

For Moncler Grenoble, the dimension closest to the mountain

roots of the brand and the most authentic to its DNA, 2024

marked a year of reaching new heights, taking its signature blend

of performance and style all year around to a level never seen

before. After the launch of the “Beyond Performance” campaign

at the end of 2023, in February 2024 Moncler hosted a unique

event in St. Moritz, immersing guests in a brand experience set

against the natural beauty of the mountains. After a day on the

slopes together with world-renowned athletes, the Fall-Winter 2024

Moncler Grenoble collections were showcased in in the heart

of the forest. The event was a multi-sensory experience, with sound

transmitted through individual headphones, creating an intimate

atmosphere that celebrated the seamless fusion of nature, style,

and performance.

In 2024, Moncler continued its exploration with the

Moncler Collection Spring-Summer, enhancing the brand's ability

to serve its customers all year around. Encompassing elegant city-

driven attire, tuned into Moncler’s technical codes, the collection

focused on more sophisticated and clean lines, while

continuously evolving core items, from puf fer to lightweight

jackets, all the way into cut & sewn, beachwear and more.

Moncler — Digital

The Group has always been looking for new ways to

understand, communicate and engage with its consumer base

as well as interact with new and existing communities.

In 2023 Moncler further accelerated its digital transformation

by leveraging its new business organisation and f inalising

the expansion of the ecommerce activities in China with the

launch of the Moncler digital f lagship on Tmall at

the end

of 2022 followed by monclercom openings in HongKong

and Singapore in 2023

In 2024 Moncler opened a new digital f lagship in Australia

and also expanded its ecommerce footprint in China with

the new opening of JD JingDong one of the largest ecommerce

platforms for international luxury brands

The goal is for every project or initiative from the design

of collections to product development or even event

construction to be digital native and to be designed with

digital platforms as the f irst point of contact with clients

to then be expanded across all other channels This new approach

opened the door to a future full of explorations, creativity,

experimentations and more importantly, “contamination" between

content and channels.

The new Digital, Engagement and Transformation function was

created in July 2020 to support the evolution of Moncler’s

strategic vision and create new digital opportunities for the Group.

The function def ined and implemented the brand’s strategy across

all digital channels and spread the digital culture throughout

the whole organisation, overseeing the f ive strategic pillars:

D-Commerce, D-Marketing, Consumer Engagement, D-Intelligence

and D-Operations.

D-Commerce aims at def ining innovative and unique solutions

for handling the online business. The team is in charge of shaping

“commerce experiences” blending commerce, branding and services

whilst always putting consumer on the forefront. The team mainly

manages content creation, buying, and merchandising.

D-Marketing contributes to further accelerating the expansion

of the three brand dimensions by developing an immersive digital

universe that — from owned platforms to external touchpoints —

aims at growing the consumer reach both by reinforcing

the brand identity, but also by increasing client engagement

and conversion. Several projects have been developed and launched

in 2023 the above goals, including the launch of the f irst ever

immersive showroom for the Moncler x adidas Originals

collection, the Snapchat Custom Augmented Reality Lens

to push the footwear collection and the launch of the renewed

membership program Moncler Peaks.

D-Intelligence through the analysis and management

of qualitative and quantitative data gathers insights on the

omnichannel clients behaviour to ultimately identify strategic

growth opportunities and improve the client experience.

D-Operations manages the execution of the digital strategy

to ensure a seamless customer experience across all touchpoints,

through the development, maintenance, and improvement

of Moncler's f lagship .com site and mobile apps.

Consumer Engagement is a department in charge of

understanding Monclers current and potential new clients

and engaging through digital initiatives and an elevated loyalty

program which of fers exclusive benef its aimed at onboarding

new clients and elevating the experience of loyal ones

In particular Moncler is present on the following social media

platforms Instagram Facebook X Twitter YouTube LinkedIn

TikTok in China on WeChat Weibo Douyin and RED in Japan

on LINE while in Korea on Kakao Talk account