Agenda

Moncler MoodBoard
Moncler StyleBoard
Company Overview
Brand Introduction
Position Matrix
Product Analysis
SWOT
VALS
Conclusion

Company Overview

Traded as

BIT: MONC

Industry

Fashion

Founded

1952 (63 Years Ago)

Headquarters

Milan, Italy

Key People

Rene Ramillon, Founder

Remo Runi, President and CreaHve Director

2015 Revenue

694Million Euro

Website

moncler.com

Company Overview
Mission Statement
Monclers aim is to pursue
development of the brand in the
segment of luxury goods
worldwide, with a direct strategy:
Ongoing work to strengthen the
identity and uniqueness of the
brands positioning;
Developing and consolidating
strategic markets;
Assessment of selective expansion
of the range of products, in
segments which are compatible
with the brands distinctive
characteristics.

Company Overview

Key Figures
MONCLER SALES
800
694.2

700

+20%
580.6

600

+19%
489.2

500

+35%

400

300

+29%

363.7

282.5

200

100

0
2010

2011

2012

2013

2014

Brand Introduction
Unique position in the luxury
sector on an international scale
Excellence in product quality
and innovation
Control over the distribution
network
Geographical diversification
with a consolidated presence in
Europe, Asia and the Americas
A business model that is flexible
and scalable
A close knit and motivated
senior management team
A careful, targeted and
innovative communication
strategy

Product Analysis
Merchandise Mix
Apparel (Men & Women)
Down Jackets
Jackets & Coats
Vest
Sweaters
Tops
Accessories (Men & Women)
Shoes
Handbags
Eyewear
Hats
Scarves & Gloves
Key Rings
Infants Boys and Girls
Luggage

Collections
Archive
Sport Chic
Bridge
Premiere
Collections
Grenoble
Special Projects
Enfant
Gamme Rouge E Gamme Bleu
The Accessories
Eyewear

Enfant

Gamme Rouge E Gamme Bleu

Grenoble

Archive

Eyewear

The World is about to see

itself through the lenses of
Moncler and Pharrell
Williams.

Special Projects
Antarctica 2015
Longue Saison Cuir
Moncler K2 - 60 Years Later
Leica & Moncler
Longue Saison
Moncler & Mastermind
Japan
Moncler Lunettes featuring
Pharrell Williams
We Love Ski

The Accessories

Fashion & Luxury

High Cost

Product Analysis

Technology & Innovation

Low Cost

Variety

Specialized

SWOT

Legacy
Technology
Customer Loyalty
Brand Recognition
10% annual growth with 5 years
CEO Vision is clear
Controlled Growth
Visibility in the media

Capitalize on established brand

identity
Fulfill the need for a luxury brand in a
niche market
Staple for the HNWI and UHNWI
Brick and Mortar expansion
Lifestyle brand
2nd generation buyers

Climate Change
Decrease in outwear purchases
Chinese economic downturn
Slowdown in the growth of overall
luxury market
Brick and Mortar expansion
High price point

New merchandise too similar to

current offerings
Competition with other brands
Counterfeiting
Market volatile momentum

VALS
Innovators

Self-Expression

Secondary
Thinkers

Achievers

References

Achille, A. (2015, January). True - Luxury Global Consumer Insight. The Boston Consulting Group & Altagamma.
Retrieved November 5, 2015 from:
http://lab.sowre.com/2015/02/true-luxury-global- consumer-segmentation-2015-altagamma-consumer-and-retailinsight/
Age, Rebranded. (2015, February 25). wgsn.com. Web Accessed 9 May 2015.
Amed, I. (2014, October 22). Remo Ruffini, Chairman and Chief Executive Officer, Moncler. Retrieved November 5,
2015, from http://www.businessoffashion.com/articles/ceo-talk/ceo-talk-remo-ruffini- chairman-chief-executiveofficer-moncler
Company Presentation. (n.d.). Retrieved November 5, 2015 from: http://www.monclergroup.com/en/ group/
overview/
Consumer Behaviour From Austerity to Opulence (2015, January 14). wgsn.com. Web Accessed 5 May 2015.
Hutzler, K. (2011, November 17). Distribution, communication are key to successful growth: Moncler exec. Retrieved
November 8, 2015.
Intervista a Remo Ruffini [Television broadcast]. (2015, March 12). In Bloomberg Channel. Retrieved November 4,
2015 from: https://www.youtube.com/watch?v=SUVbTdjJl2g
Jannarone, J. (2013, December 10). Investors Should Warm Up to Moncler. Retrieved November 5, 2015, from
http://www.wsj.com/articles/SB10001424052702303330204579249922560084220

Reference
Jannarone, J. (2013, December 10). Investors Should Warm Up to Moncler. Retrieved November 5, 2015, from
http://www.wsj.com/articles/SB10001424052702303330204579249922560084220
Key factors. (2015). Retrieved November 5, 2015, from http://www.monclergroup.com/en/group/keyfactors/
Leitch, Luke (25 April 2014). "How the cagoule became too cool for school". Daily Telegraph. Retrieved 26
June 2015.
McLean, VA. (2015, October 18). Equipment. U.S. Retail Snow Sports Market Tops $4.5 Billion. First Track.
Retrieve November 5, 2015 from: http://www.firsttracksonline.com/2015/10/18/u-s-retail-snow-sportsmarket-tops-4-5-billion/
Pac A Mac. madness.co.uk. Madness. Retrieved 26 June 2015.

Questions?