141 Be FAIR140 Be FAIR MONCLER GROUP 2023

Through an increasingly multichannel vision, the Group ensures clients a personalised, seamless and consistent brand experi- ence across all channels.

The Moncler Group attributes a central role to the client. every con- tact moment is an opportunity to welcome and get to know, but also share, engage, surprise and get feedback. every project and initiative aim to improve the client shopping experience by involv- ing them more and more into the Moncler and Stone Island world.

Over the last few years Moncler has developed the import- ant Retail Excellence project, which has been pivotal for the de- velopment of a strong direct-to-Customer (dTC) culture, and that involved different areas, from the redesign of the client experience to the organisation of stores and of sales personnel, to the redefini- tion of working processes and methods. The aim is to get to know and engage clients, increasing their loyalty and developing an in- creasingly omnichannel approach. The project, renamed Omni- channel Excellence, was launched in 2021 for Stone Island with a first test and expanded globally in 2022.

Digitalisation of stores has played an important role in the project since its inception, helping to turn stores into places for even more unique and personalised experiences through a com- prehensive technological management of stores and enabled by systems such as the Match to Traffic, which allows activities to be scheduled on the sales floor thus improving the service to clients. A digital payment service is also active at a global level, allowing pur- chases to be finalised directly on the sales floor and without hav- ing to go to the checkout, thus making the in-store experience even more enjoyable and faster. The Mobile Tax Free service launched in France in 2022 was rolled out in the other european countries in 2023. Its implementation will be finalised by 2024.

The Moncler Group s omnichannel model is designed around an experience and a purchasing process in which online and offline coexist. The new omnichannel data collection service, launched in 2023, which allows clients who register in the store to immediate- ly have an active account on the online channel, is part of a pro- cess designed for clients who take non-linear paths, who interact with the brand in physical stores as well as in the online store and through the various digital channels, thus enjoying a consistent, personalised and integrated experience while being increasingly involved in a real community.

One of the most representative examples of this transfor- mation was the Omnichannel New Experience (One) project, which led to the internalisation of the Moncler e-commerce chan- nel, with a gradual implementation by geographical area. Following the launch of Moncler s directly operated online channel in Korea in 2019, in 2020 the e-commerce site was internalised in the United States and Canada, ending in 2021 with europe, Japan and China and the launch of the new full omnichannel e-commerce platform. In 2023, the project was also extended to Singapore and Hong Kong SAR. The new platform is based on a concept inspired by the world of entertainment, ensuring smooth navigation and a distinc- tive experience with dedicated content and services, that includes also products customisation. The e-commerce site offers various omnichannel services: Click and Reserve, Click from Store, Return in Store, Exchange in Store, Pick Up in Store and Book an Appoint- ment. Through these services, clients can manage their purchases in a flexible way, benefiting from the full potential of the various con- tact channels. It becomes possible to reserve an item online and then try it on and eventually buy it in store (Click and Reserve), to order an item in store with the support of the Client Advisor and receive it conveniently at home (Click from Store), to return or ex- change the item directly in store, even if the purchase was made online (Return & Exchange in Store) and even buy online and then collect the item directly in store (Pick Up in Store) or, to book an appointment with a Client Advisor in store (Book an Appointment). These omnichannel services, also launched by Stone Island in Italy, France, Germany, the netherlands, Korea and the United States in 2021, will be implemented globally by 2024.

In recent years, the Distance Sale service was digitalised in Moncler to allow clients to purchase garments safely from home, by telephone or videocall, with the support of sales personnel. Mon- cler also introduced the Smart Entrance service to manage and op- timise the presence of clients at retail stores. In addition, in 2022

CLIENT BRAND EXPERIENCE Moncler launched a new tool to support its sales staff: Moncler Live Boutique, aimed at improving management of virtual appoint- ments and distance sales through the use of external channels (in- cluding Whatsapp, Facetime, Line, etc.).

MOnCLeR BY Me

With the aim of making the client experience even more personalised and unique, in 2021 Moncler launched the Moncler by Me service at its flagship store on the Champs-elysées in Paris. In 2022, Moncler extended the service to its Milan Montenapoleone and new York Soho flagship stores and all retail outlets offer- ing the Click from Store service, in addition to simultaneously being launched on the e-commerce channel in europe, America, Canada, Korea and Japan. With- in this project, clients are welcomed in the store s Personalisation room, where, with the help of a digital configurator, they can choose between two models of winter outerwear, customise five areas of the garment (the inner lining, sleeves, hood and front and back of the outerwear), in addition to add the initials of their names and surnames and/or the Moncler coq.

In 2023, a series of itinerant events were held around the world during which customers had the opportunity to experience the Moncler by Me service. Client Advisors were involved in ad hoc training sessions to ensure the best per- sonalisation service by helping each client to select the solution best suited to their requirements.

WHOLESALE EXCELLENCE ensuring consistency and synergy between all touch points in terms of actions, communication and approach to clients is increasingly im- portant to ensure a unique relationship with the Moncler brand. With this view, the philosophy and principles of Retail Excellence, aimed at improving the client purchasing experience and involvement in the Moncler universe, have also been extended to all partners of the wholesale channel, starting with the monobrand stores and airports.

Transferring the retail channel s best practices to the whole- sale channel required specific initiatives involving different areas of action: from in-store and online training to defining personalised moments with the client, to extending after-sales services, to con- solidating client service activities, to integrating all the information useful to identify stores, and to communication.

Starting in 2020, Moncler revised its wholesale channel dis- tribution policy, adopting a selective distribution system, updated in 2023, aimed at guaranteeing compliance with strict qualitative and quantitative criteria and at maintaining a positioning consistent with the Brand. Compliance with these criteria is necessary both to join and to remain within Moncler s distribution network, and aims to ensure the alignment of all distributors with the Brand s image, prestige and reputation in addition to a high quality service to the client. Other requirements include specific rules on the presence of other brands sold by the distributor, the type of premises, how products are showcased, the space allocated to Moncler products, personnel skills and type of packaging. This selective distribution system will also be adopted by Stone Island in 2024.

In particular, Stone Island historically attributes a strate- gic role to the wholesale channel, through which consolidating long-lasting partnerships built on trust. Wholesale partners are re- garded as brand value ambassadors, client advisors and hold the role of enhancing Stone Island s image.

There are several training moments, during which informa- tion on company philosophy, product and collections character- istics are shared.

Over the years, the Company has assigned greater prestige to its products due both to a selective approach in the choice of wholesale clients and to the numerous activities aimed at strength- ening the brand experience, in offline and online channels, for ex- ample through visual merchandising courses, the organisation of dedicated events and marketing activation initiatives. In line with this approach, each season, product newsletters, editorials, and digital materials on the brand s products, history and philosophy, are shared with some clients, and effective experiential brand commu- nication initiatives are implemented at retail stores to ensure part- ners alignment with Stone Island s image and positioning.

Stone Island s return and repair policy ensures that clients can return garments both to monobrand stores and to the whole- sale channel, in addition to the opportunity of benefiting from a dedicated repair service. For complex repairs, the garment is col-