Moncler Museum: Pop-Up Shop

Moncler Museum POP-UP EXPERIENCE

VERONICA GERMANO | BRITNEE HOPKINS | MADISON DONALDSON | IRIS LEWIS FASM 410 RETAIL MANAGEMENT | ALONSO

Table of Contents INTERNAL OVERVIEW FINANCIAL PERFORMANCE MARKET ANALYSIS CURRENT DISTRIBUTION SWOT ANALYSIS PERCEPTUAL MAP COMPETITOR ANALYSIS TARGET CUSTOMER PERSONA SELECTED LOCATION AREA ANALYSIS POP-UP JUSTIFICATION POP-UP SHOP PROPOSAL

Internal Overview

Moncler Group The company was founded by entrepreneurs Rene Ramillon and Andre Vincent in 1952 starting with a focused range of mountain equipment. Today, the Group has expanded beyond its technical roots and positioned the brand in the luxury apparel market. The company is headquartered in Milan, with the majority of its consumer base present in Europe. The brand was bought by Remo Ruffini in 2003 and in 2013 went public and is managed by the Italian Stock Exchange of Milan.

MONCLER HAS ALWAYS STOOD FOR AUTHENTICITY, EXCELLENCE, AND TALENT, FOR SEEKING CHALLENGES, AND FOR PURSUING SHARED AND SUSTAINABLE GOALS.

Functional Accountabilities Board of Directors: Remo Ruffini Chairman & CEO: Remo Ruffini Corporate Strategy & Communication: Mina Piccinini Creative: Remo Ruffini Creative & Corporate Relations: Maria Cristina Gnugnoli Investor Relations & Strategic Planning: Paola Durante Chief Marketing & Operating Officer: Roberto Eggs Chief Corporate & Supply Officer: Luciano Santel

Financial Performance

Revenue *in USD billion

2018 - 1.59 2017 - 1.34 2016 - 1.16

2018 Consolidated Income Statement

Profit *in USD billion

2018 - 3.72 2017 - 2.79 2016 - 2.21

Analysis Moncler’s financial performance continues to grow due to launching a new product strategy based on faster paced collections. In favor of monthly product launches, the group changed its plan, to keep up with the luxury fashion industry’s younger and more fickle customers. Generation Y and Z are considered one of the main growth factors and it is estimated that they will constitute about 85% of the sector. Purchases of these generations are determined by new desires and needs and are geared more to experience than to the product. “Quality and uniqueness are the most important factors that young generations seek in luxury goods.”

Market Analysis

Size of Market

→ the global market of luxury goods is worth $293 billion USD (as of 2017) → online sales of the luxury goods sector is expected to generate up to 25% of sales in the market by 2025 → nearly 50% of luxury sales are conducted while the consumer is traveling

Market Growth

→ expected to continue to increase every year by approximately 5%, to a total of $335 billion USD in 2020 → key sales drivers are becoming younger, with Millennials and Gen Z expected to fuel 85% of the sector’s future growth

Market Share

→ luxury goods market share: 0.55% → annual revenue of $1.6B USD in 2018 → market capitalization of $8.2B USD in 2018

Brand Identity Matrix KEY OFFERINGS

RELATIONSHIPS

POSITION

MOST KNOWN FOR THEIR OUTERWEAR

ROOTED IN THE VALUES OF TRANSPARENCY

LUXURY PERSONAL GOODS WITH A FOCUS IN

CATEGORY AND ICONIC PUFFER STYLES.

AND MAINTAINING CONSTANT DIALOGUE

OUTERWEAR

ADDED CREDIBILITY THROUGH MONCLER

WITH THE CUSTOMER

GENIUS CAPSULES

EXPRESSION

BRAND CORE

PERSONALITY

FOCUS ON DIGITAL COMMUNICATION TO

CREATING UNIQUE PRODUCTS AND

‘BORN IN THE MOUNTAINS, LIVING IN THE

FULLY ENHANCE THE OMNI-CHANNEL

EXPERIENCES OF THE HIGHEST QUALITY IN

CITY”

EXPERIENCE AND MAINTAIN BRAND

A WAY THAT IS TIMELESS, VERSATILE, AND

COMMUNICATION

INNOVATIVE.

MISSION & VISION

CULTURE

COMPETENCIES

GOAL IS TO PURSUE SUSTAINABLE AND

ROOTED IN INNOVATION AND FLEXIBILITY

INCREASINGLY INNOVATIVE AND

RESPONSIBLE GROWTH WHILE REMAINING

ACROSS ALL CHANNELS TO ADD THE

SUCCESSFUL COLLABORATIONS IN THEIR

FAITHFUL TO THE COMPANY’S UNIQUE

GREATEST VALUE IN THE PURSUIT OF THE

GENIUS INCUBATOR. INCREASING MARKET

HERITAGE.

HIGHEST POSSIBLE QUALITY.

RELEVANCE OF THE BRAND’S MOST ICONIC PRODUCT.

Current Distribution

Distribution by Channel → outerwear category accounts for 80% of annual revenue

23% WHOLESALE 77% RETAIL

Store Locations → RETAIL (directly operated stores):193

- total sales: $1.21B USD

→ WHOLESALE (multi-brand doors, shop-in-shops in department stores, luxury e-tailers): 55

- total sales: $370M USD

AMERICAS: 27

ITALY: 20

EMEA: 55 ASIA & REST OF THE WORLD: 91

Retail Growth Improvements in omni-channel retail strategy (Click from Store, Pick-Up in Store, Return in Store, Click & Reserve) yielded double-digit ecommerce growth in 2018. Moncler plans to enter 2 new countries and to open at least 10 new directly operated stores while continuing to enlarge current locations going in to 2019.

SWOT Analysis STRENGTHS: • Strong brand identity and clear aesthetic • High performance garments • Close attention to materials and chemicals used in garments • Artistic value unique events and collection launches • Moncler Genius was a success • Global presence in luxury shopping, ski resorts, and department stores • Strong online and social media presence • Deep knowledge of customers • Implementation of sustainability and responsibility development

WEAKNESSES • They say they focus on

OPPORTUNITIES • Expansion of accessories segment

THREATS • Canada Goose, the North

sustainability, but not on animal

of product could help the brand

Face, Patagonia, Eddie

welfare

exponentially

Bauer are similar brands that

• Continued use of goose feathers and nylon • Brand awareness in the US • Mainly seasonal clothing

• Many consumers want to buy luxury but cannot for multiple reasons • Accessories is the highest segment of the luxury market • Moncler focuses on extreme weather clothing, introducing/marketing accessories allows those in warmer climates to buy from the brand • Emphasis on sustainability attempts • Push marketing and awareness outside of Europe and Asia • Appeal to streetwear trend in Americas, different nationalities

produce more traction and engagement • Price point • Question of authenticity in regards to sustainability and animal welfare • Lack of awareness in the US

Key Competitors

LUXURY RETAIL EXPERIENCE

MASS MARKET LUXURY

BASIC RETAIL EXPERIENCE

Target Customer Profiles

SOPHIA MAHONEY AGE: 32 LOCATION: SAN FRANCISCO, CA VALS: experiencer EDUCATION: University of Southern California (USC) Career: Software Developer INCOME: $125,000k RELATIONSHIP STATUS: Engaged JOINT INCOME: $350,000k HOBBIES: Sophia loves finding new recipes online to try out for dinner parties at home with friends and her fiancée. She enjoys goes out with her girlfriends for brunch, occasionally her best friend brings her boyfriend for a double date. She is currently busy planning her dream wedding, doing everything with her best friend who will be her maid of honor. On the weekends she loves visiting the national parks and beaches around her apartment. Sometimes her and her fiancée go to Mammoth Mountain in Northern California for a stay-cation weekend ski trip. Sophia is a fashionista at heart, so she always plans her outfits for a vacation no matter how short it is. This trip she’s looking for a high performance coat she can wear on the slopes while still being cute.

SPECIAL SKILLS: She is a certified wine taster.

AVERY BERNARD Age: 23 Location: Paris, France VALS: innovator Education: International Business major at ESSEC Career: eCommerce Marketing Manager Income: $85,000k Relationship Status: single Hobbies: Avery enjoys going to concerts and art exhibitions when he has free time during the week. He is very involved on the music scene and has very artistic friends who practice different mediums. Some weekends he travels to London to attend some of his friends shows.

Since Avery values his physical appearance and is not afraid to be the first to try a new product,especially if its luxury. He likes purchasing accessories and shoes from Moncler because the brand is unique and speaks to his personal style.

Special Skills: He is fluent in 3 languages.

JOSEPH ALBER Age: 45 Location: Berlin, Germany VALS: achiever Education: MA in Finance from Heidelberg University Career: Director of Asset Management for Audi Income: $200K Joint Income: $350k Relationship Status: married with 2 children Hobbies: In his free time, Joseph loves to hike the Alps, where he and his wife met over 20 years prior. He also enjoys taking his daughters to the park for picnics and the royal art galleries to teach them the practices of art criticism. On nights Joseph comes home from work early, he enjoys cooking elaborate dinners for his family. He prefers clothing that is functional and aesthetically pleasing.

Special Skills: Knows over 50 dessert recipes.

Location Analysis

Target Market → NYFW PARTICIPANTS The pop-up launch coincides with the event and fashion influences would be the most likely to adopt & share the new experience at launch time. → TOURISTS VISITING NYC

Targeting the NYC tourist market will take advantage of luxury shoppers’ increased likelihood to impulse buy while traveling.

→ NYC LOCALS

An existing luxury fashion consumer base in the West Chelsea district and consumers are more likely to try new interactive experiences.

Local Market Analysis | Zipcode 10014

PSYCHOGRAPHIC PROFILES URBAN ELDERS MIDSCALE MIDDLE AGE MOSTLY W/O KIDS CONNECTED BOHEMIANS MIDSCALE YOUNGER MOSTLY W/O KIDS YOUNG DIGERATI WEALTHY MIDDLE AGE MOSTLY W/KIDS MONEY & BRAINS WEALTHY OLDER MOSTLY W/O KIDS THE COSMOPOLITANS UPSCALE YOUNGER FAMILY MIX

Blank Shop Space | 90 Gansevoort St - street level - has been a past location for various pop-ups for brands including Hermes, Museum of Ice Cream, and Barneys - electricity / heating / lighting / bathrooms

Area Attractions Situated between Chelsea and Greenwich Village, nearby attractions include:

- Whitney Museum of American Art

- High Line

- Ground Zero Museum Workshop

- Children’s Museum of the Arts

- New York City Fire Museum

- National Museum of Mathematics

- Rubin Museum of Art

- Chelsea Market

Infrastructure Located in the Chelsea district, our Pop Up is in a prime location. Not only is it directly across from the entrance of the Whitney Museum and the High Line, but the Hudson River is just behind it as well.

Transportation 90 Gansevoort St is close to the A, C, E, and L subway lines at 14th St and 8th Ave. Street parking is limited, so attendees are also encouraged to uber, taxi, bus, walk or bike to the location.

Health & Safety Security and museum docents will be present to aid crowd control and help guide visitors through the exhibits and showroom.

Legal Issues The West Chelsea’s district government encourages dynamic residential and commercial development to promote the neighborhood as a destination for art and retail.

Altering the Space Alterations may not be permitted to start until the rental space complies with local zoning and construction codes for commercial spaces. Any time you make alterations to the space, the landlord will require the alterations to comply with the law.

The exhibits will be installed according to ADA accessible building codes.

Adjacent Retailers Tory Burch Vince Madewell Christian Louboutin Kilian

Exact Location

90 GANSEVOORT ST, NEW YORK, NY

Pop-Up Justification

Key Objectives This pop-up is meant to further establish Moncler’s position in the luxury apparel industry as an innovativor. It will offer collaboration at the intersection of fine art and fashion with an interactive experience for the consumer. This pop-up hopes to increase Moncler’s brand awareness in the US market, one of the brand’s smallest segments in regards to recognition and sales.

Why This Location With over 200 galleries, West Chelsea already has a strong existing art community. Combined with New York Fashion Week, the Moncler Museum will be easily accessible for the museum’s target visitors. The location of the pop-up also benefits from being across the street from the Whitney Museum of American Art, which has over 1.3 million visitors a year.

Date Justification The initial launch week of the Moncler Museum will coincide with NYFW in September of 2020. Fashion week visitors will more likely be early adopters of the pop-up and will be encouraged by sales associates to post their experience to social media in hopes of influencing others. The limited timeframe of the pop-up serves to increase hype and generate a feeling of newness for both out-of-town and local visitors.

Expected Learnings The main goal of the pop-up will be to increase brand awareness among the US consumer base. The project will also reveal more information as to how the luxury consumer prefers to interact with experiential retail.

Performance Measures social media lift - User-generated content will be tracked with the hashtag #monclermuseum and gps tagging features - follower count and engagement will be tracked on the existing and newly developed brand and pop-up Instagram accounts sales - exhibit ticket sales (online channel) - showroom sales/sq ft (brick-and-mortar channel)

Rent Timing $36,000 / month total = $144,000 for 4 months

August - November 2020

New Target Consumer AMBER HOLLIDAY AGE: 25 LOCATION: Brooklyn, NY VALS: innovator EDUCATION: Fashion Institute of Technology Career: Buyer INCOME: $95,000K RELATIONSHIP STATUS: single HOBBIES: Amber loves her life in the city working for Calvin Klein. When she’s not busy in meetings or traveling for work, she enjoys walking on the High Line with her dalmatian Lola. She recently ended her relationship of 2 years and is taking the time to focus on her career and side hobby of painting. Amber hopes to host a small gallery show by the end of the year.

SPECIAL SKILLS: She can mend any garment.

Pop-Up Proposal

Installation 1: Jeff Koons’ Bathroom

exhibit duration: August 31 - October 4

Installation 2: Shepard Fairey’s Kitchen

exhibit duration: August 31 - October 4

Exhibition Artists Round 2 KAWS’s Bedroom

exhibit duration: October 10 - November 13

Alec Doherty’s Sunroom exhibit duration: October 10 - November 13

Pop-Up Showroom duration: August 31 - November 13

54 ft

Floor Plan The floor plan for our pop up consists of an entrance/ ticket counter, two exhibition Exhibit 01

rooms, a retail space, and a bathroom/ stockroom. In order to cater to two different customers, one who will go through only the retail space and the other that will attend

3,259 Sq.

Retail Space

69 ft

the exhibits and retail space, there are two entrances from the welcome area. To maximize the flow of traffic, exhibit one will lead into exhibit two, which will then lead to

Exhibit 02

the retail space as the final destination of our Moncler Pop Up.

Bathroom & Stockroom

Construction Costs

Visual Display Details The showroom space will mimic a luxury living room complete with a Moncler winter theme. The entire space will be decked out with ceiling to floor luxury interior visual displays, including couches & chairs, chandeliers, and other living space features. The items for sale will be displayed using racks built into the wall, free standing shelves, and mannequins throughout the space. Fitting rooms will be equiped with smart mirrors and the check out area will have up to date POS systems.

Product Assortment Our Assortment Plan is split in two categories: Exhibition assortment and retail space assortment. The exhibition assortment products consist of down jackets that will be available to try on inside the exhibition gallery in order for our consumers to interact with the brands products. These products will also be available for purchase. The second assortment consists of basics such as t-shirts, shoes, and accessories. This assortment plan allows for customers to purchase entry level vv products and/or traditional jackets offered.

Museum-Specific Merchandise

Organization Chief Marketing & Operating Officer ($25) Exhibit Designer ($20) Event Director ($19) Museum Manager ($17) Shop Manager ($15) Sales Associate ($10) Docent ($10) Security ($10) Building & Ground Staff ($8)

Employee Schedule Breakdown

Sales Associate Group 1 (4) Sales Associate Group 2 (4) Shop Manager 1 Sales Manager 2 Museum Manager 1 Museum Manager 2 Docents Group 1 (4) Docents Group 2 (4) Security Group1 (4) Security Group 2 (4) Building & Ground Staff Group 1 Building & Ground Staff Group 2 Event Director

Technology dressing room Smart Mirrors

- goal will be to encourage consumers to take pictures in store merchandise

- LED light strip behind mirror frame

- motion sensor turns on mirror automatically when customer enters

- mirrors are connected to the associates where consumers can request alternate product sizes and colors POS system

- Square: accepts cards and cash through a free app

- customers can also engage in mobile checkout

through the dedicated museum app museum-grade security system

- provided by Bosch Security

Promotional Plan TOTAL BUDGET: $2.75M USD content creation: $500k

- campaigns shot in installation before opening

- campaign of new museum-specific merchandise

social media / online: $1.5M

- development of dedicated app

- social media content + new Instagram account

- ecommerce update + optimization

print advertising: $750k

- site-specific (NYC): wild postings, subway ads, magazine *MARKETING EXPENSES 2018- 99.5M EU (25% increase from 2017, in part due to Genius launch

Event Details AUGUST 31, 90 GANSEVOORT ST 7PM-12AM INVITE ONLY

- exhibited artists

- influencers

- shareholders

- select loyal customers

Guests will be the first to preview the new museum-specific merchandise and are encouraged to post on social media platforms.

TOTAL BUDGET: $10,000 catering: $3,000

- menu of hors d’ouevres from Abigail Kirsch

- gluten free & vegan options

- caterer’s permit (State Liqour Authority) must be applied for at least 15 days prior to event, $48/day

guest DJ: $6,000

- Steve Aoki will perform a set from 10PM-11:30PM

security / cleaning: $1,000

Sales / Inventory Forecast total predicted sales: $423,318 USD

- showroom sales: $196,338 USD

- ticket sales: $226,980 USD

Operational Plan

Thank You

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