Moncler Group | Annual Report 2024 Board of Directors’ Report 48 | ’
Brand protection
The Moncler Group dedicates signif icant ef fort and considerable
resources 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 protecting its clients.
The internal department specialising in IP and Brand
Protection focuses, f irst of 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 copyrighted works.
An important achievement was reached in 2024 within
the administrative activities, as the trademark MONCLER
was recognised as well-known mark by the EUIPO (European
Of f ice for Intellectual Property) following the activities carried
out by the department in the protection of the Group’s IP assets.
Enforcement of IP rights and the f ight against
counterfeiting involve a wide range of activities, such as training
and coordinating customs authorities, f iling 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,
f inally, taking civil, criminal and administrative actions.
In 2024 the Group continued to hold a signif icant number
of training sessions for Italian and foreign Customs of f icers
and enforcement authorities. In particular, during the year,
36 training sessions were held for the Moncler brand and
23 training sessions were held for the Stone Island brand.
In 2024 constant ef forts to combat counterfeiting led,
at the global level, to more than 2,800 cases of seizure for
the Moncler brand and more than 1,300 cases for the
Stone Island brand, removing from the market approximately
150,000 and 70,000 f inished products, respectively, as well as
177,000 and almost 30,000 counterfeit branded items respectively,
such as logos and labels intended for the production of garments
and accessories in infringement of the Groups IP rights
Increasing attention is paid to the digital channel monitored
on a daily basis to undertake enforcement activities on search
engines marketplaces websites and social networks every day
In the case of Stone Island during 2024 more than 38000
online auction listings of counterfeit products were removed
more than 130 sites in violation were closed more than
15000 pages linked to counterfeit products were delisted and
nearly 99000 posts accounts and sponsored advertisements
on major social networks were removed In the case of Moncler
2024 saw a reduction of more than 92000 auction listings
of counterfeit products the blocking of nearly 300 sites the
removal from major search engines of almost 32000 links
to sites of fering nonoriginal products for sale and the removal
of around 203,000 posts, ads and accounts promoting fake
Moncler products through social networks.
To strengthen its strategy of f ighting 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, resulting in a strong deterrent for counterfeiters.
To increase protection of its end clients, in 2021 Moncler
began to enhance its authenticity-traceability system, now
characterised by a unique alphanumeric code and an NFC
(Near Field Communication) tag, allowing the end consumer
to immediately receive feedback on the nature of the garment
purchased by scanning the NFC with a smartphone
or tablet and keeping the verif ication mode active on the
code.moncler.com website, managed directly by Moncler.
Where necessary, Moncler also compiles expert 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–Winter 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 institutions to obtain
credit for the purchase of an unauthentic garment.
Conf irming the Group’s commitment to applying brand
protection procedures, aimed at regulating the methods
for verifying design and creative content, in 2024 Cultural
Assessment and Risk Mitigation areas were strengthened,
particularly for departments involved in generating
creative
content at Stone Island, where these policies were
of f icially disseminated.
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