5.1 STYLE
Moncler's success is based on a unique brand strategy, aimed at developing innovative products that are an- chored to the history of the Brand. The journey, which began in 2003 when Remo Ruffi ni acquired the Group, has always been coherent and pursued without compromise. Heritage, uniqueness, quality, creativity and inno- vation encompass the concept of new luxury that the Moncler brand aims to pioneer with Stone Island.
Founded in 1982, Stone Island has always been a symbol of extreme research into fi bres and fabrics applied to an innovative design. For four decades Stone Island has been carrying on a vision and an approach to research recognised as a point of reference in today s sportswear and design world. A clear and ongoing evolution true to its DNA.
MONCLER BRAND Moncler collections are divided into three dimensions: Moncler Collections, Moncler Grenoble and Moncler Genius. The Moncler Men s, Women s and Enfant Collections are born from the fusion of research, innovation and luxury expressing the brand s DNA: they meet the needs of different clients, multiple us- es and lifestyles.
Moncler Grenoble, where the Brand s DNA is even stronger and more defined, has become over time a technology and style research lab for the sporty clients with an interest in performance, design and innovation. The Moncler Grenoble collection is split into High Performance, with products guaranteeing maximum performance, Performance & Style, for the sporty clients who also care about design, and Après-Ski for the clients who are looking for style with a sporting edge.
Moncler Genius collections take on a strategic relevance. They bring together under the same roof different interpreta- tions and visions of the Brand, by diverse and complementary de- signers, that synergically, generate a new creative energy, while always remaining true to the Brand s uniqueness.
The Moncler collections are rounded off with footwear and leather goods (bags, backpacks and accessories) lines and a sunglasses and eyeglasses line (Moncler Lunettes), besides the perfume for men and women, launched, in limited quantities, in October 2021 and that will be definitively rolled out in 2022.
Moncler s team of fashion designers is subdivided by collec- tion and works under the close supervision of Remo Ruffini, who sets design guidelines and oversees their consistent implemen- tation across all collections and product categories. The Moncler Style department is assisted by the Merchandising and Product Development teams, which help create the collections and trans- form the designers creative ideas into the final product.
STONE ISLAND BRAND At the forefront of the menswear, Stone Island redefines, with its new point of view, the concept of man luxe, providing its clients with casual garments, always contemporary and with a strong tendency to research and experimentation.
The Brand is characterised by its different iconic visu- al codes. Stone Island expresses itself not only for the use of its atypical branding, the Badge , a removable rectangular label, that exhibits the embroidery of the Stone Island Compass; but also, for the wide exploration of colour, with unique treatments and tech- niques, finishes and details of the garments, and for its unique de- sign lexicon.
Alongside Stone Island men collections, the Brand offers the Stone Island Junior collection, declination of the Brand for children and teenagers from 2 to 14 years old, and, from 2008, the Stone Island Shadow Project, a seasonal collection of pure func- tional design.
MONCLER POUR FEMME AND MONCLER POUR HOMME: THE NEW CHAPTER IN FRAGRANCE
In October 2021 Moncler launched, in limited quantities, the Moncler Pour Femme and Moncler Pour Homme fragrances, two perfumes that reflect bold synergy of nature, exploration and discovery. The two new scents celebrate great outdoor scenery, con- veying the feeling of a warm, enveloping embrace.
The two flask-shaped bottles evoke not only the connection with Moncler's moun- taineering origins and spirit of adventure, but also the iconic quilted construction of the jackets.
Thanks to a revolutionary LED design, a personalized message can be composed via a smartphone app.
5.2 PRODUCT AND INNOVATION
Circular economy and innovation are among the priorities of the Group s sustainability strategy. From the gar- ment design phase to the end-of-life. The challenge is to develop new technologies and materials, minimise the resources used for production, increase the use of low environmental impact resources, extend product life and promote the reuse of materials.
To implement a circular economy model, sustainability must be integrated into the product and processes by acting on various aspects ranging from the choice of raw materials made from recy- cled resources to initiatives that extend product use and life, such as dedicated repair services, to garment design aimed at fostering recovery and recycling, to production processes, distribution and packaging with a low environmental impact. These are all aspects that require an aptitude for innovation, to experiment with new solutions and collaborate with all the actors in the supply chain.
Some of the key principles of the circular economy, such as garments durability, have always been a part of Moncler s DNA. The high quality and timeliness of its products ensure that they have a very long average life. This characteristic was the founda- tion of the Extra-Life project, which is a service aimed at provid- ing a second life to Moncler s jackets through specific repairs. In 2021 the initiative was launched at a selected group of stores in Italy, France and Denmark, involving tailors from local repair plat- forms and sharing with the client the garment repair solutions. With an efficient, personalised service, tailors are able to repair damaged fabrics, thus extending product life. In 2022 the project will be extended to other Regions where Moncler operates with the aim of achieving global coverage by the end of the year.
Both Moncler and Stone Island are also committed to use recycled raw materials.
The Stone Island upcycling project, that will be implement- ed in 2022, aims at recovering cotton scraps generated by sup- pliers during the garment production phases. The scraps will be processed through a mechanical recycling process that will en- able the production of high-quality recycled fabrics that will then be included in the Brand s collections.
In 2021, Moncler presented an upcycling project in collab- oration with the designer Chen Peng who, according to a circular economy approach, gave new life to some iconic Moncler jackets from previous seasons with new details and design components.
In addition, in 2021 Moncler started recycling the first tonne of DIST-certified down, exclusively sourced from geese from the food supply chain, of which it is therefore a by-product that if not used would simply be disposed. See also page 73.
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2021THINK CIRCULAR & BOLD THINK CIRCULAR & BOLD