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.