Moncler is under our magnifying glass with its successful strategy which revived the brand.
Chairman and Chief Executive, Remo Ruffini bought Moncler in 2003 when it was close to bankruptcy. Completely reforming the brand, Ruffini turned Moncler into a brand that generates $1.5 billion annually. Responding to impatient consumer demands, the Italian luxury brand replaced its seasonal collections with monthly collaborations featuring guest talents including; Valentino’s Pierpaolo Piccioli, Craig Green and Simone Rocha.
Maintaining market interest, Moncler’s ‘Genius Strategy’ generated millions of dollars worth of earned media value. Inspiring their competitors, Moncler’s strategy to collaborate with other designers has become the trend of the industry! Becoming a pioneer in the sector, currently %10 of sales originate from Genius collections while 50% of them being first time customers of Moncler, according to Business of Fashion’s report.