Ch. 7 - Business Marketing

When it comes to Moncler entering new territories, they only want to go in directly, with there people, which is why they only open one store at a time. they want to first dip there toes in the market, to first understand the product, get feedback from the market. and to do things slowly. And with Moncler it is a little bit different because you have to follow your DNA, there is a strong story to follow, you don’t have to so much ‘design’ a collection, you really have to design the story of the brand, alongside what they market wants.Since the beginning I have said that I don’t want to concentrate on any one specific market. I think this is why Moncler perform well in terms of numbers around the world. Moncler is a small company, therefore they must be global. which then turned into a militia million company.

Moncler have to have a foot in the emerging markets but they also have to work hard to be consistent in mature markets like Japan and Europe. I think Brazil is very important but not necessarily in Brazil alone, for example recently they opened a store in Miami, a known destination for Brazilian shoppers. I also want to continue to concentrate on China where Moncler have twelve stores, they want to grow there but slowly, Moncler want to be in the best locations because location is everything when it comes to stores.Moncler has partnered with outdoorsy Japanese fashion brand White Mountaineering for a special men’s capsule collection within its fall offering. Dubbed Moncler W, the capsule will make its debut May 24 at Tokyo’s National Olympic Stadium — home to the 1964 Summer Olympics and many of the country’s national soccer matches and it will hit Moncler boutiques and select multibrand stores in August.

Ch. 8 - Segmenting and Targeting Market

Moncler began with just supplying consumers luxury products exclusively for the rich and famous. Even though the market of luxury products has increased excessively. Moncler still targets its product at wealthy consumers. And Moncler product is full of creativity, craftsmanship  high quality and expensive or even pricey prices. Which only adds to the product attributes and gives consunsumers gratification of pursing an expensive item.

                                                              Geographic Segmentation.

Moncler Marking strategy has been perfect as far as expending in contries such as China, UK, Germany, Italy, Japan and Austria

                                                             Demographic Segmentation.

Moncler targets both genders, men and women, from 18 to 40 years of age obviously wealthy.

Business men and women with yearly high income.

                                                                Psychographic Segmentation.

Moncler uses psychographic segmentations such as the behavior and shopping habits of consumers to further identify its target market. In countries such as China and Japan people need to show their social status, and wealth. Moncler appeals to these customers with status related drives to make there company more sophisticated. 

Ch. 11 - Developing and Managing Products

Moncler vision to dominate the fashion industry and produce there high quality jackets for high price consumers has been the main source of its successful strive.Eighties was the period in which Moncler, with its lacquered effect expressed in dazzling colours and its original stitching, would also become a city affair. The encounter with designer Chantal Thomas, who worked with the company until 1989, overhauling the appearance of the quilted jacket, was a particularly fruitful one: she replaced the zip with buttons and used fur trim, satin and reversible fabrics.

In 2003 Moncler was bought out by Italian entrepreneur Remo Ruffini, today's President and Creative Director of the company, who was to introduce the strategy of the global quilted jacket.