The Italian clothing retailer Moncler SpA presented its key strategic points at an analysts’ day last week. The group of companies, to which the Stone Island label has belonged since last year, has not set any specific financial goals.
The focus of the plans for the core brand Moncler, founded in 1952, is the targeted addressing of different target groups under the motto “One brand – three dimensions”. The three lines Moncler Genius, Moncler Collection and Moncler Grenoble should be clearly geared towards different age groups and demands and thus complement each other. At Moncler Genius, the GenZ – i.e. the young target group from 20 to 30 – is the focus. It is intended to be addressed through collaborations, an experimental approach and borrowings from sportswear and youth cultures.
The Moncler Grenoble line, on the other hand, is aimed at “active millennials” aged 30 to 40. With fashionable, but functional and technically innovative products, Moncler wants to emphasize the traditional DNA of the outdoor brand. The Moncler Collection line, on the other hand, is intended to convey “comfortable luxury”, which is aimed at 30 to 50-year-old members of the GenX. It includes, among other things, the classics from the down jacket specialist and is expected to contribute seventy percent of total sales.
The company has identified the footwear category as a growth area, whose share of sales is to be increased to ten percent. Otherwise, the clothing supplier relies on the major trends in the fashion industry and plans to organize the supply chain and logistics more efficiently and to promote sustainability efforts and digitization. The specific aim is to increase the share of sales from digital business to 25 percent.
After the first year, the Moncler Group sees itself on course for the integration of the Stone Island label. A streamlining of sales is planned there, which is to be managed increasingly independently in the future. In addition, the brand’s own retail business is to be strengthened and awareness in “new, exciting communities” and strategic growth markets is to be specifically promoted. The focus is on the USA, Japan and South Korea.