146 Be FAIR MONCLER GROUP 2023

cial tags on outerwear, describe the peculiarities of the innovative materials and treatments used. See also pages 136-138; 161-163.

DIGITAL STRATEGY The Group has always been looking for new ways of communicat- ing and interacting with new and existing communities.

Moncler further accelerated its digital transformation during 2023. The goal is for every project, from the design of collections to product development and event design, to be digital native, to be designed with digital platforms as the first point of contact with clients to then be spread across all other channels. This new ap- proach opens the door to a future full of creativity, experimentation and contamination between content and channels of interaction.

The new digital, engagement and Transformation function was created in July 2020 to support the evolution of Moncler s strategic vision and boost digital opportunities for the Company. The func- tion defined and implemented the Brand s strategy across all digi- tal channels and spread a digital culture throughout the organisation.

dIGITAL HUB

The digital, engagement and Transformation function manages and coordinates the Moncler digital Hub, a department aimed at guiding Moncler s digital trans- formation and acceleration and to spread the culture throughout the Company, around five strategic pillars: D-Commerce, D-Marketing, D-Intelligence, D-Op- erations and Consumer Engagement.

D-Commerce aims at defining innovative and unique solutions for handling the online business and mainly deals with buying and merchandising management.

D-Marketing is involved in creating digital contents for clients and aims to both refine the reach and to increase client engagement and conversion. Several projects were developed in 2023 to increase the impact of social me- dia, the in-store traffic and the media campaign performance. An example is the first immersive showroom with Adidas Originals as part of the Moncler Ge- nius co-creation.

D-Intelligence identifies strategic growth levers through the analysis and management of qualitative and quantitative data to maximise the knowledge of omnichannel clients, identify demand for new trends and products thus improv- ing the client experience.

D-Operations seeks to promote the development of business value and the spread of digital culture within Moncler.

Consumer Engagement is a department aimed at improving the under- standing of, and connection with, the Brand s current and future clients and at developing the new Loyalty Program, which will include exclusive benefits for the clients most loyal to the Moncler brand.

A significant commitment in terms of resources and investment has been devoted to the development of the digital area, from online ad- vertising to new platforms and social networks.

In particular, at the level of social networks, Moncler is pres- ent on Instagram, Facebook, x, YouTube, LinkedIn and TikTok (with 5.4 million, 3 million, 1.1 million, 51 thousand, 329 thousand and 1.3 million followers, respectively, in 2023), WeChat, Weibo, dou- yin and Red in China9 (with 1.2 million, 1 million, 134 thousand and 282 thousand followers, respectively), LIne in Japan (with about 2.9 million followers) while in Korea Moncler has been present since 2018 with its Kakao Talk account (with about 266 thousand followers). Lastly, while social networks are an important channel through which Moncler gets users involved and keeps them con- stantly up-to-date on news regarding the Brand, they are also in- creasingly used to promote sustainability messages. Stone Island is also present on the main social networks, including Instagram (2.2 million followers), Facebook, x, Pinterest, YouTube and Vimeo, WeChat, Weibo and the Little Red Book.

9 Includes Chinese mainland, Hong Kong SAR, Macao SAR and Taiwan Region.