1.2 GROUP STRATEGY
Moncler Group has, as strategic objective, the development of its brands in an authentic way while enhancing their strong uniqueness, also through a constant contamination of diverse entrepreneurial and managerial cul- tures as well as business knowledge and technical know-how.
Moncler Group strategy is underpinned by four pillars.
BECOME A LEADER IN THE NEW LUXURY SEGMENT The Moncler Group with its two brands Moncler and Stone Island represents the expression of a new concept of luxury, far from the traditional stereotypes, which embraces the search for experientiality, inclusivity, sense of belonging to a community and contamination of different worlds including those of art, culture, music and sport.
United by the beyond fashion, beyond luxury philosophy, Moncler and Stone Island intend to consolidate in the new luxury segment, strengthening their ability to interpret the evolving cultural codes of the new generations.
BUILD A GLOBAL GROUP ABLE TO FULLY ENHANCE ITS BRANDS POTENTIAL AT GLOBAL LEVEL Under the guidance of Remo Ruffini, Moncler has followed a growth strategy inspired by two key principles: to become a global Brand and to be more direct to consumers. The Moncler Group aims at sharing, with its brands knowledge and experience to fully capture their growth potentials globally, maintaining their unique positioning while strengthening their direct to consumers approach.
DEVELOP ALL DISTRIBUTION CHANNELS WITH AN OMNICHANNEL APPROACH, SUPPORTED BY A STRONG DIGITAL CULTURE Engaging directly with clients through every channel and touch point, involving them, understanding their expectations even when unspoken and creating unique and distinctive experiences in its stores, are the cornerstones of the relationship that the Group strives to develop with its community to never stop surprising it. The Group is pursuing a strategy of integrated development of its distribution channels knowing that thinking, defining and implementing its strategy digitally is fundamental to sus- tain future growth.
FOLLOW A SUSTAINABLE GROWTH PATH TO CREATE VALUE FOR ALL STAKEHOLDERS Moncler has been progressively strengthening its commitment to long-term, sustain- able and responsible growth, fully integrated into the strategy and now totally fully shared by Stone Island as well. The Group s plan is based on five strategic priorities: climate action, circular economy, fair sourcing, enhancing diversity, and giving back to local communities.
1.3 MONCLER GROUP: A HISTORY OF INNOVATION DEEPLY ROOTED IN TRADITION
B orn on 1 April 2021, Moncler Group, with its two brands Mon- cler and Stone Island represents the expression of a new con- cept of luxury, which embraces the search for experientiality, inclusivity, a sense of belonging to a community and the mixing of diverse meanings and worlds including those of art, culture, music and sport. United by the beyond fashion, beyond luxury philosophy, these two Italian brands strengthen their ability to in- terpret the evolving cultural codes of the new generations.
Alongside maintaining their brands identities highly in- dependent and based on authenticity, on the constant search for uniqueness and on the extraordinary bond with the consumers communities, the Group intends to bring together its entrepre- neurial and managerial cultures as well as business knowledge and technical know-how of its brands to strengthen their compet- itiveness and enhance their important growth potential, also shar- ing the culture of sustainability.
MONCLER BRAND The Moncler brand was born in 1952 in Monestier-de-Clermont, a small village in the mountains near Grenoble, with a focus on sports clothing for the mountain.
In 2003, Remo Ruffini purchased Moncler and started a process of repositioning through which the Brand took on an even more distinctive and exclusive style, evolving from a line of prod- ucts used purely for sport purposes to versatile lines that clients of all gender, age, identity and culture can wear on any occasion and where outerwear, while being the Brand s identifying cate- gory, is gradually and naturally integrated with complementary products. Under his leadership, Moncler pursues a philosophy aimed at creating products that are unique, of the highest quality, versatile and constantly evolving while always remaining true to the Brand s DNA guided by the motto born in the mountains, liv- ing in the city .
Tradition, uniqueness, quality, consistency and energy have always been the distinctive features of the Moncler brand that over the years has been able to evolve while remaining consis- tent with its DNA, heritage and identity, in a continuous search for an open dialogue with its many consumers in the world. It is from this constant research that in 2018 a new project was born, Mon- cler Genius - One House, Different Voices: a hub for creative minds able to reinterpret the Moncler brand, always consistent with its history and its DNA, adopting a new way of doing business.
STONE ISLAND BRAND A culture of research, experimentation and usability are the ma- trixes that have always defined Stone Island; informal clothing brand founded in 1982 by Massimo Osti and Carlo Rivetti, with headquarter in Ravarino a small town in the province of Modena and intended to become a symbol of extreme research on fibers and fabrics, applied to an innovative design.
It is truly through the study of form and the handling of materials that Stone Island finds its own language, which has ex- treme research and maximum functionality as founding pillars. Each Stone Island piece is born from a perfect synthesis between experimentation and usability, between the study of fabrics and rationality.
An on-going and in-depth investigation on the transforma- tion and ennobling of fibres and fabrics, and on the unique ability to intervene on the finished garment through continuous dyeing experiments have led, over years, to the discovery of materials and production techniques never previously used and to develop more than 60,000 different dye recipes.
22 23 MONCLER GROUP
2021 MONCLER GROUPMONCLER GROUP