Stone Island guarantee full compliance with applicable national and international regulation on product information. In line with this commitment, 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 verify the accuracy of the contents. All products fea- ture a global label with information on the composition of the var- ious components, washing and care instructions and the country of manufacture.
All information is translated into at least ten languages. In addition to this global label, customised labels are applied to garments intended for specific markets. For garments contain- ing specific categories of raw materials, additional information is included such as, in the case of down, the common name of the animal and percentage of down and feathers. At Moncler in partic- ular, with regard to down, a DIST-certified down label has been inserted into all garments, guaranteeing that the down in the gar- ment 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 traceability and technical quality of down. See also pages 145-146.
DIGITAL STRATEGY The Group has always been looking for new ways to communicate and interact with its community. The digital channel has offered, and continues to offer, many opportunities.
In 2020 and 2021 Moncler further accelerated its digital transformation by defining a new business organisation and in- ternalising the management of the e-commerce in line with an increasingly multichannel and integrated vision, aimed at person- alising the client experience and strengthening client relation- ships across all touchpoints, physical and digital. This process led to the launch of a new e-commerce platform in 2021. See also pages 27; 148.
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 approach opens the door to a future full of creativity, experimen- tation and contamination between content and channels of in- teraction.
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 Compa- ny. The function defined and implemented the Brand s strategy across all digital channels, innovative services and experiences for the client, accelerated the presence in all types of digital com- merce and spread a digital culture throughout the organisation.
DIGITAL HUB
The Digital Hub, consolidated in 2020, is a department aimed at guiding Moncler s digital transformation and acceleration and to spread the culture. E-commerce, big data, consumer insights, interactive and personalised omnichannel experiences, innovative online media and special projects that improve the shopping experience and help exceeding client expectations are the key elements underlying this team. The Digital Hub s activity was organised around five strategic pillars: D-Commerce, D-Marketing, Consumer Engagement, D-Intelligence and D-Operations.
D-Commerce aims at defining innovative and unique solutions for handling the online business and mainly deals with buying and merchandising management. See also pages 27; 148.
D-Marketing is involved in the creation of contents for clients and aims, on the one hand, at refining the reach, and on the other hand, at increasing client engagement and conversion. Several projects were developed in 2020 to increase the impact of so- cial media, in-store traffic and media campaign performance. A notable example is the campaign on Tik Tok. In addition, special collaborations and partnerships were set up with e-tailers on a global level, such as the virtual pop-up store created in collabo- ration with MyTheresa.
D-Intelligence identifies strategic growth levers through the analysis and manage- ment of qualitative and quantitative data to maximise the knowledge of omnichannel clients, identify demand for new trends and products thus improving the client experi- ence.
D-Operations aims to promote the development of business value and the spread of digital culture within Moncler.
Consumer Engagement is a department aimed at improving the understanding of, and connection with, the Brand s current and future clients and at developing the new Membership Programme, which will include exclusive benefits for the clients most loyal to the Moncler brand. See also pages 148-151.
Significant energy in terms of resources and investment have been devoted to the development of the digital area, from online advertising to new platforms and social networks.
In particular, at the level of social networks, Moncler is pres- ent on Instagram, Facebook, Twitter, YouTube, LinkedIn and TikTok (with 4.7 million, 2.9 million, 1.1 million, 34 thousand, 257 thou- sand and 1 million followers, respectively, in 2021), WeChat, Wei- bo, Douyin and RED in Asia (with 720 thousand, 638 thousand, 134 thousand and 69 thousand followers, respectively) and LINE in Japan (with about 478 thousand followers) while in Korea Mon- cler has been present since 2018 on Kakao Talk (with about 173 thousand followers). Lastly, while social networks are an import- ant channel through which Moncler engages users and keeps them constantly up-to-date on news regarding the Brand, they are also increasingly used to promote sustainability messages.
Stone Island is also present on the main social networks, in- cluding Instagram (1.7 million followers), Facebook, Twitter, Pin- terest, YouTube and Vimeo, WeChat, Weibo and the Little Red Book.
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