145 Be FAIR144 Be FAIR MONCLER GROUP 2023

tees the Group s Brands intellectual property rights in geographic areas of current and potential commercial interest.

Administrative activities related to brand and patent portfolio management also continued for Moncler with a view to new prod- uct launches, projects, production processes and sustainability. The activities carried out during the year for the Stone Island brand were focused on strengthening institutional brands, while extend- ing protection in new territories of current and potential interest, as well as in new categories of products and services.

The Group fights counterfeiting by acting on various levels and channels, both offline and online, and by providing clients with tools for checking the authenticity of the garments purchased. Over the years, Moncler has devoted considerable resources and ener- gy to developing and improving anti-counterfeiting systems, as well as to collaboration, training, awareness-raising and verification ac- tivities. The authentication-tracking system, adopted since the SS 2016 collection, was strengthened in 2021. This system provides a unique alphanumeric code, a QR code and an nFC (Near Field Com- munication) tag that allows the end client to immediately receive feedback on the authenticity of the garment purchased by scanning the nFC using a smartphone or tablet, which can be verified on the code.moncler.com website, directly managed by Moncler.

In addition, to further assist its clients, Moncler has created a support service dedicated exclusively to anti-counterfeiting is- sues, drawing up, where necessary, expert reports for clients who are victims of counterfeiting and who wish to recover the sums paid in the unwitting purchase of a counterfeit garment from electronic payment services companies.

Stone Island has been using the technology and experience provided by Certilogo® since 2014, thus allowing its clients to veri- fy the authenticity of its products.

Constant monitoring of the online channel and implementa- tions of the anti-counterfeiting system enabled Moncler to inter- cept nearly 94,000 online auctions of counterfeit products in 2023, shut down more than 500 sites where counterfeit garments were offered for sale, delist approximately 39,000 pages linking to inau- thentic products from search engines and remove approximately 127,000 sponsored posts, accounts and ads from the main social networks. In the case of Stone Island, in 2023 as a result of such ac- tivities nearly 45,000 online auction listings of counterfeit products were taken down, around 190 sites in violation were closed, more than 18,000 pages linking to counterfeit products were delisted and approximately 86,000 sponsored posts, accounts and ads on major social networks were removed.

In addition, in 2023 activities aimed at fighting non-fungible token (nFT) digital products continued on the marketplaces dedi- cated to both Brands, confirming the Group s commitment to com- bating new counterfeiting phenomena. Almost 70 nFTs in violation of the Moncler brand and 143 nFTs in violation of the Stone Island brand were removed during the year.

To strengthen the strategy to fight online counterfeiting, Moncler and Stone Island have continued to implement the action plan against vendors in the United States involved in the interna- tional sale of counterfeit products on digital platforms, resulting in a strong deterrent for counterfeiters.

On the digital front in 2023 Moncler continued to participate in the Memorandum of Understanding project promoted by the eu- ropean Commission and signed in 2016 by various brands and the main european sales platforms, aimed at ensuring concrete collab- oration between brands and platforms on reducing the presence of counterfeit products on such platforms.

The Group also collaborates locally with the main customs and enforcement authorities worldwide to identify counterfeit Mon- cler and Stone Island products, providing, where necessary, expert reports attesting their illegal nature.

The training sessions delivered to the enforcement authori- ties continued in 2023, both in digital way and in person. A total of 27 training sessions were held by Moncler and 17 by Stone Island, for Italian and foreign customs officers and enforcement authori- ties, maintaining the dialogue with them with the aim of increasing the awareness of the two Brands.

Constant collaboration during the year made it possible to continue to manage approximately 3,300 seizures by Mon- cler and nearly 1,400 by Stone Island at the global level, remov-

ing from the market approximately 201,000 and 53,000 finished products and more than 125,000 and 88,000 counterfeit acces- sories and branded items, such as non-authentic logos and labels intended for the production of counterfeit garments and accesso- ries. At the national level, the activity implemented by the Group enabled Moncler and Stone Island to carry out, respectively, 251 and 136 seizures enabling the removal from the market of a total of approximately 30,337 counterfeit finished products, accessories and branded items.

In confirmation of Moncler and Stone Island s commitment to applying brand protection procedures relating to methods of ver- ifying stylistic and creative content, cultural assessment and risk mitigation issues were strengthened in 2023. In April, a temporary exhibition was held to raise awareness of brand protection and in- tellectual property issues within the various departments involving more than 350 participants. Called the Fake Room, it was an inter- active experience that helped participants familiarise themselves with the counterfeiting phenomenon and the strategies to fight it implemented by the Group.

Moncler and Stone Island s work in the area of brand protec- tion is also characterized by the participation and collaboration as active members in the main national and international associations dedicated to combating counterfeiting, including IndICAM in Italy, UnIFAB Tokyo in Japan, UnIFAB in France, ACG in the United King- dom, eCCK in South Korea and ReACT at the global level. See al- so pages 67-68.

The most stable and lasting relations are based on trust and trans- parency. For this reason, the Moncler Group has always conduct- ed every marketing and communication initiative responsibly across all channels, paying close attention to how, what and with whom it communicates.

For the Moncler Group it is very important to communicate consis- tently, responsibly and transparently; for this reason, in 2022 it pub- lished its Ethical Marketing & Advertising Policy to formalise this awareness and commitment. All the images and messages deliv- ered through the various online and offline communication chan- nels are carefully defined so as to be in line with company values, to respect human dignity, to be non-discriminatory and to not evoke violent behaviour or dangerous conduct. Special attention is paid to the communication of the children s collection, which aims to en- sure absolute respect for the fundamental principles underlying the protection of minors. Although the Group does not currently adhere to specific voluntary codes or standards relating to advertising ac- tivities, it complies with all the relevant regulations in force in each of the countries in which it operates. As evidence of this ongoing commitment marketing, advertising and sponsoring activities of the Group s products have never resulted in cases of non-compli- ance with existing regulations.

Always with a view to responsible communication with cli- ents, also product labels have a very important role for providing clear, transparent and accurate information. Moncler and Stone Island guarantee full compliance with applicable national and in- ternational regulation on product information. In line with this com- mitment, they actively collaborate with their suppliers to obtain information regarding the materials and processes used during the various production phases and carry out all the tests needed to ver- ify the accuracy of the contents. All products feature a label with in- formation on the composition of the various components, washing and care instructions and the country of manufacture.

Where required, all information is translated into at least ten languages. In addition, customised labels are applied to garments intended for specific markets. For garments containing specific categories of raw materials, additional information is included such as, in the case of down, the common name of the animal and per- centage of down and feathers. At Moncler in particular, with regard to down, a dIST-certified down label has been inserted into all garments, guaranteeing that the down in the garment is certified according to principles set out in the dIST (Down Integrity System & Traceability) technical Protocol, which governs animal farming methods and respect for animal welfare, as well as the traceabili- ty and technical quality of down. Lastly, Stone Island, through spe-

TRANSPARENT AND RESPONSIBLE COMMUNICATION