Moncler

Summary

Moncler, founded in 1952 in Monestier-de-Clermont, France, is a globally renowned luxury fashion brand celebrated for its high-performance outerwear and contemporary designs. Known for seamlessly blending style with functionality, Moncler specializes in premium down jackets and apparel tailored for both extreme climates and urban fashion. The brand’s iconic logo and signature quilting designs have become symbols of sophistication and innovation in outerwear. Moncler has strategically expanded its appeal through collaborations with prominent designers and artists, as well as its innovative “Moncler Genius” project, which reinvents its collections annually to capture the dynamic essence of modern luxury. With a strong global presence and a reputation for exceptional craftsmanship, Moncler continues to be a leader in the luxury fashion industry.

History

Founded in 1952 by René Ramillon and Andrè Vincent in Monestier de Clermont- an Alpine town in France- Moncler produced outdoor equipment like tents and sleeping bags and a line of quilted down jackets to protect workers from the cold.

French mountaineer Lionel Terray first noticed Moncler and foresaw its potential. The result was capsule collection: Moncler pour Lionel Terray. In 1954, Moncler’s down jackets were chosen to equip the Italian expedition to K2 which culminated in the conquest of the world’s second highest summit by Achille Compagnoni and Lino Lacedelli. In 1955 they equipped the expedition on the Makalù. In 1964 it was official supplier for expeditions in Alaska and at Grenoble Winter Olympics in 1968 Moncler was the official supplier of the French national downhill skiing team. As Alpine holidays grew popular the brand became synonymous with ski glamour.

In 2003 the heritage skiwear label was nearing bankruptcy and was acquired by Italian entrepreneur Remo Ruffini who transformed it into a fashion brand that reportedly generates over a billion dollars annually. Per W: When he and his backers bought the ailing label it had total annual sales of about $62 million and by 2010 it was $368 million. The Chairman and CEO positioned Moncler as a unique product made in Italy and each part- be it smooth-running zips or shiny nylons- were made for the brand. Since he spent most of his life sailing or in the mountains.. the focus was on lightweight zip-front high-neck quilted down jackets that maintained the same standard of warmth and comfort since its origin. In a nutshell- with Ruffini at the helm- the once floundering Moncler began concentrating on its signature quilted down jackets and in no time become one of the most sought after luxury sports brands.

One of the key attributes leading to the immediate success of the luxury sportswear brand was a careful brand repositioning through which Moncler products took on a more distinctive exclusive style evolving from a purely sportswear collection to versatile collections that consumers can wear on any occasion. Outerwear- while being the brand’s most prominent category- was gradually seamlessly integrated with complementary products.

In the 80s, under the stylistic direction of Chantal Thomass Moncler made its entrance into the city.. becoming the iconic garment of the new generation. The most remarkable idea is lightweight collection ‘Longue Saison’ that transformed quilted down jackets into a cold-weather style statement worn by celebrities Jackie Kennedy and Madonna. ‘I think what keeps attracting customers is the quality and the perfect combination of style and performance’  he said per The Standard. Next Ruffini used hi-tech man-made fabrics to revive the duck-down puffer jacket that was gathering dust in the archives.

In 2006 with ‘Moncler Gamme Rouge’ and in 2009 with ‘Moncler Gamme Bleu’- the luxury brand was further enhanced with Haute Couture. In 2010 ‘Moncler Grenoble’ collections made its debut in New York that, reinterpreting the styles of the past, create technical skiing garments and après-ski wear with a contemporary take.

Moncler then expanded overseas in partnership with Carlyle Group and the quilted down jacket migrated from the ski slopes to the city. ‘It was absolutely unique and rare to find a brand with deep roots in tradition. Our aim was to roll out down jackets all over the world and to make it as popular in towns and cities as they were in ski resorts… to turn them into a classic must-have that could be worn by anyone, anywhere in the world’ he explained per The Standard. In 2015 the Group turnover reportedly exceeded one billion euros.

On 16 of December 2013 Moncler was floated on Italian Stock Exchange of Milan. Shares were offered at EUR 10.2 and rose over 40% the first day, signaling Europe’s greatest success story in recent years. 2018 witnessed project ‘Moncler Genius: One House Different Voices’. It was the Italian luxury fashion brand’s most ambitious overhaul.. replacing seasonal fashion collections with collaborations featuring a collective of guest talents including Valentino’s Pierpaolo Piccioli, Craig Green and Simone Rocha. They were given free reign to create capsule collections that were rolled out through the year and though the capsules have little in common stylistically they all reinterpret the essence of the fashion brand. That year Remo Ruffini was named Knight of Labour: the highest recognition by the President of the Italian Republic. Till date Moncler Group continues to rethink its values and purpose.

Per Vogue Business: “Moncler Group said sales surged 44 per cent- pushing past €2 billion– driven by sales of Stone Island and growth in Asia and the Americas. Annual revenues and net profits both beat expectations for fiscal 2021, Moncler said in a press release today. By brand, Moncler reported €1.82 billion in revenue, while Stone Island reported €221.9 million since the Moncler takeover was finalised as of 1 April.”

Moncler announced that it had signed an agreement for the acquisition of Stone Island. This agreement was finalised on 31 March 2021 when Stone Island became part of Moncler Group. While jackets continue to remain Moncler‘s focus, Ruffini perceived footwear and knitwear as categories ripe for expansion. The fashion brand launched its new footwear line led by a former Nike designer with a focus on sneakers that work well in the urban environment where most people wear their Moncler jackets.

The results are stellar. Per BoF: ‘Moncler’s revenue in the third quarter reached 638.3 million euros slightly topping a company-provided analysts consensus forecast of 637 million euros.’

Vision

The core team of moncler envisions creating lightweight quilted, high performance down jackets that remain steadfast to the brand heritage and is as relevant on the ski slopes as in city life. The core team at Moncler is dedicated to combining functionality with elegance, ensuring that their jackets provide superior insulation and comfort without compromising on style. This commitment to quality and innovation allows Moncler to deliver versatile outerwear that performs exceptionally well on the ski slopes and remains stylish in city environments.

Central to Moncler’s vision are the principles of versatility, performance, and style. The luxury brand aims to offer products that adapt to diverse environments and activities, making them suitable for diverse lifestyles and occasions. By focusing on these key elements, Moncler ensures that its designs not only meet the technical demands of outdoor activities but are also in sync with contemporary fashion, reinforcing the luxury brand’s reputation for excellence and sophistication in performance and style.

Mission

Moncler’s mission is to combine sophisticated style with cutting-edge technological research, leveraging the expertise of mountaineering experts to enhance their products. The luxury fashion brand is committed to integrating advanced technologies into their outerwear design to ensure optimal performance in extreme conditions while maintaining a high standard of fashion. By combining this technological innovation with insights from mountaineering experts, Moncler delivers outerwear that excels in both functionality and aesthetic, providing customers with gear that meets the demands of adventure and urban sophistication.

Awards and Recognition

In 2017 CEO and Chairman Ruffini was named Entrepreneur of the Year by EY and in 2018 he was named “Knight of Labour” in Italy, one of the highest recognitions bestowed by the president of the Italian Republic. TIME and Statista ranked Italian maison Moncler among the top five companies for its sustainable practices, appreciating its effort in recycling, renewable energy, and carbon neutrality goals. Per TIME, ‘Moncler, the Italian luxury fashion house, ranked third on the list by using recycled materials, recycling more than 80 per cent of its nylon scraps in 2023, and using 100 per cent renewable energy at its directly managed offices, stores, factories, and logistics hubs. Interestingly, the Italian luxury fashion brand is ahead of iconic brands, Hermès, Burberry and Richemont!’

References

• Official website Moncler
• Moncler sales surpass €2 billion Vogue Business
• Moncler’s “Genius” New Way to Sell You More Puffer Jackets GQ
• How Did Remo Ruffini Turn the Humble Down Jacket into a Multibillion-Dollar Empire? W
• Moncler Genius RTW Fall 2020 WWD
• Remo Ruffini BoF
• How CEO Remo Ruffini Is Reinventing Moncler for a Faster Fashion World WSJ
• LinkedIn page of Moncler LinkedIn
• Moncler NY Times
• Moncler Genius Moncler
• Sustainability Ethos Moncler
• Moncler acquires Stone Island High Snob Society
• Remo Ruffini shows Moncler is more than just puff with €1bn Stone Island deal Financial Times
• Twitter page of Moncler Twitter
• Moncler bets on store expansion and footwear to drive growth Financial Times
• Instagram page of Moncler Instagram
• An Interview With Moncler’s Sergio Zambon Complex
• Youtube channel of Moncler Youtube
• Moncler introduces the Poldo Dog Couture NSS
• Wiki page of Moncler Wikipedia