The real secret of Brand Moncler’s success

The luxury outerwear brand has used clever collaborations to widen its appeal beyond the slopes

moncler's success

Moncler, the Italian luxury outerwear brand, has just posted net profits of €196m in 2016, up 17 per cent on the previous year, with revenues that have for the first time exceeded €1bn.

The results have exceeded analysts’ expectations, and chairman and chief executive Remo Ruffini said: “I am convinced Moncler can look to the future with confidence, with the aim, also in 2017, to continue to grow and create value for all of our stakeholders.”

Sure, we all like to stay warm, and Moncler’s feather-filled jackets are the socially acceptable face of wearing a duvet — but how has the Italian company so successfully turned puffers into profits?

When Ruffini bought Moncler in 2003, the brand was probably best known for kitting out the French downhill ski team at the Grenoble Winter Olympic Games in 1968. Since then, however, he has given it a cool spin. Collaborations are at the heart of Moncler’s credibility, enabling it to be seen as an authentic ski and sportswear brand, as well as a go-to for fashionable streetwear. Recent projects to raise its profile include a short film called Brave made by Spike Lee, and a collection of stars-and-stripes jackets by hip menswear designer Thom Browne.

The brand also worked with Frieze and cameramakers Leica, as well as equipping polar and mountain expeditions. These include an ascent of K2 in 2014, 60 years after it was climbed by two Italians wearing Moncler. In addition to its shrewd market positioning, Moncler has also benefited from the growth of sportswear as everyday fashion, and the casualisation of the working wardrobe. Where once a suit required an overcoat, it’s now acceptable to put a parka or puffer over formal clothes.

Damien Paul, head of menswear at cheapmonclersale.co.uk, says, “Moncler performs very well at cheapmonclersale.co.uk. This is helped by the fact that they have been great at moving the brand forward while consistently growing the core business. With the various lines they produce, there is something for everyone, with fantastic quality and craftsmanship across the ranges as a result of the investment that Moncler outlet uk dedicates to research of fabrication and materials. The down coats are certainly the core product but lifestyle pieces drive consistently strong sell-through and they often sell out.”