BRAND REPORT SPRING 2020
Fashion Design & Innovation Natalie Evans
Moncler’s Old Bond Street store, London.
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CONTENTS Executive Summary
PAGE 4 About the Brand
PAGE 6 About the Consumer
PAGE 8 About the Product
PAGE 10 About the Communication
PAGE 12 References
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EXECUTIVE SUMMARY Moncler is a French clothing and performance brand, founded in 1952 in Monestier-de-Clermont, Grenoble. Beginning as a company that made quilted sleeping bags, lined hooded cape and tents, Moncler has harnessed the knowledge of mountaineering experts to gradually become a brand that merges style with ongoing and developing technology. The seasonal, capsule collections produced by Moncler combine extreme needs, such as their skiwear collections, with day-to-day city life. In recent years, the company has reinvented themselves as a very desirable, high-fashion brand, with the likes of their Genius collaborative projects, and collaborations with well-known faces such as Millie Bobby Brown and Will Smith. It is arguable that the reason for Moncler’s recent success is their ‘Genius’ temporary concept store. It took over from their ‘Gamme Bleu’ and ‘Gamme Rouge’ collections in 2017, and is a collaboration of designers, brands, and collections from different backgrounds. These designers include Simone Rocha, Pierpaolo Piccioli, Craig Green, Richard Quinn and Palm Angels. It is a creative hub that promotes the energy coming from a mixture of different cultures. Inspirationally, it is a vision beyond borders of season, age and taste, thus attracting a wide range of customers. Moncler’s main competitors include Patagonia, Columbia, The North Face and Canada Goose. Moncler’s price point is higher than those of its competitors, however all brands have the same high quality produce and fall around the same annual revenue point at $7-10billion.
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Instore at Moncler’s Old Bond Street location.
Branding detail outside Moncler’s Old Bond Street store.
BRAND VALUES Moncler’s key values are its desire to combine 21st century technologies with fashion. In doing this, it draws together two important fashion groups: high performance and day-today life. Its advertorial campaigns are similarly geared around emphasising extreme human needs and performance with nature and culture.
Moncler’s Genius Collection (2020) at front of store.
promotes and sponsors local communities and charitable organisations i.e. natural disaster relief to Italy in October 2016. BRAND STRATEGY & ROLE IN INDUSTRY
Moncler has a strong business strategy and outlook that centres around sustainable growth to create value for all of its stakeholders. They have a selective range expansion policy to keep their collections capsule, In addition, Moncler’s yet also inspirational. It brand values sit around the has forged unique links promotion of sustainability with industry designers and and a responsible supply brands through its Genius chain. As a player in the initiative, as well as UN’s Sustainable Development leading fashion publications, Goals, their belief is that journalists, multi-brand there cannot be long term growth without responsibility wholesale customers, important stakeholders and and respect. They centre social media links. around employee wellbeing, mitigating environmental As aforementioned, Moncler impacts, increasing client also has a separate and satisfaction and being respectful of animal welfare. innovative Sustainability Business Expansion Plan. They research into fashion waste, energy consumption, BRAND USP CO2 emissions and the use of raw materials and constantly As a brand, Moncler have a how they can improve their solid grounding with unique brand image. positioning. Their value and commitment Their value into to clients and communities sustainability is something has led to their ‘Retail that sets them apart Excellence Project’ which
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ABOUT THE BRAND Branded print on Down Jacket by Moncler.
Display outside Moncler’s Old Bond Street store.
from competition, as a high performance brand that specialises in sportswear. This is revolutionary for this level of high-fashion, luxury brand that produces down jackets. The brand is also geared towards having direct control of the phases production that add the greatest value. This not only puts quality at the heart of Moncler’s work, but also sets them apart from the many globalised brands that have such complicated supply chains. Moncler is also one of the first brands to have successfully bridged the gap between the high-performance sportswear and luxury fashion markets, which is their key USP.
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ABOUT THE CONSUMER
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Moncler has a commitment to its clients, that simply want timeless and lasting products for their long-term wardrobes that have been made with innovative techniques and are of high quality.
CONSUMER PROFILE 1:
CONSUMER PROFILE 2:
Gender: Female
Gender: Male
Age: 25-55
Age: 29-65
Ethnicity: All
Ethnicity: All
Marital Status: Committed Relationship/Married
Marital Status: Single
Education: Bachelor’s Degree in Fashion Journalism/ Branding/Marketing
Education: Master’s Degree in Business/Finance/ Accounting
Occupation: Fashion PR/Publication Editor
Occupation: Manager of a Innovative Technology Brand
Income: Higher Rate (£50,000 - £150,000)
Income: Additional Rate (£150,000 +)
Spending Habits: Consumer 1 is a conscious consumer, who prefers to spend more money on an item that is long-lasting and well made. They advocate for a more sustainable world, and thus tend to buy from brands that are specifically contributing to a more responsible supply chain. They therefore purchase ethical magzines as research for their jobs and sustainable sportswear for their hobbies i.e. apple leather jackets and bamboo leggings. They shop mostly online because they follow the brands they shop from on social media and don’t have much time to shop instore due to their busy work schedules. Occasionally, they’ll visit the nearest city to go on a luxury shopping spree.
Spending Habits: Consumer 2 likes to own clothes that are clearly branded from high-fashion, luxury brands. Due to their high-standing in their company, they care about their appearance and their employees and customers first impressions, so tend to spend more money on their professional and personal wardrobes. They have a subscription to men’s sports magazines and are constantly spending money on new books (i.e. cookbooks, sports books) to learn new skills. They like to keep up to date with the latest technologies and are particularly drawn to brands that are experimenting with new, unique techniques and materials. They tend to shop in the cities their company is based in after they’ve finished work.
Lifestyle: Consumer 1 enjoys to have a positive mental and physical wellbeing, taking part in local gym classes (i.e. spinning, yoga) and having sporty hobbies like skiing and swimming. For their job, they are required to keep up to date with current fashion and political events. They enjoy travelling, reading biographies and watching documentaries. Enjoys listening to R&B and Soul music.
Lifestyle: Consumer 2 keeps themselves very fit and in good shape, with regular trips to their local gym and regular vacations to ski resorts where they can keep up their snowboarding passion. In their spare time, they are always learning new skills and enjoy driving away from the city to go mountain-biking/ other high adrenaline sports to get away from the hustle and bustle of city-work life.
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ABOUT THE
Men’s Rain jacket branded details.
PRODUCT RANGE In terms of menswear, Moncler produce: gilets, jackets/blazers, down jackets, ski helmets/skiwear, shoes/boots, trousers, bags/suitcases, parkas/coats, biker/bomber jackets, knitwear, eyewear/sunglasses, sweatshirts, dogwear, shirts/polos/tshirts, hats/scarves/gloves. [PRICE RANGE: £200-£2390 at Moncler.com] In terms of womenswear, Moncler produce: gilets, parkas/coats, ski helmets/skiwear, dogwear, short down jackets/long down jackets, eyewear/ sunglasses, capes, jackets/bomber jackets, knitwear, hats/scarves/ gloves, trousers, skirts, dresses, bags/suitcases, shoes/boots, shirts/ tops/tshirts. [PRICE RANGE: £215-£2820 at Moncler.com] In terms of kidswear, Moncler produce: baby blankets, hoodies/ sweatshirts, rompers, high necks/crewnecks, biker/bomber jackets, coats/ parkas, hats/gloves/scarves, tops/tshirts/polo shirts, sleep sacks, leggings, knitwear, dungarees, cardigans/waistcoats, trouser, boots/ laced shoes. [PRICE RANGE: £65-£595 at Moncler.com]
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E PRODUCT
Men’s Down Jacket branded details.
PRODUCT DESIGN Moncler products are well-known for being made from two specific materials: nylon and down. The nylon that Moncler uses is renowned for its innovative high performance. It is very lightweight (33gr/mq), which is ideal for making warm and impalpable garments which weigh even less than a sweater. It is down-proof, micro-rip stop and has an elevated fill power. Moncler also uses a soft acryllic coating, which also strengthens its down-proofness. Moncler products contain at least 90% high quality goose down clusters and only 10% feathers. This high percentage of down cluster ensures the good quality and high fill power of their products. It also betters performance in lightness, thermal capacity and insulating properties. The brand also has a two-step checking procedure to assess compliance with 11 key quality parameters. Moncler products tend to be highly reflective of where the brand began its products are centred around high quality and performance. They are also brand-centric i.e. are branded with the logo/covered in a branded print.
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SOCIAL MEDIA FOLLOWING SPRING 2020 Instagram: 2.9million Facebook: 2.9million Youtube: 21.2thousand Twitter: 1.1million
[Main Image] Example of instore Visual Merchandising & Interior Decor. [Central Images] Examples of instore Visual Merchandising of products.
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The Old Bond Street store is branded as soon as the customer walks into the building. At its dark granite exterior is a lit up Moncler logo and Moncler is also engraved in gold in the floor. The granite marbling really distincts the store from its neighbours (Tiffany and Alexander McQueen) and creates intruige to passers by. The brand’s current Genius collaboration with Pierpaolo Piccioli takes over the front window displays, alongside moving visuals from the catwalk show, as well as the front of store. Big glass box and minimal wall displays create a sense of space and emphasises the key pieces of the season. Throughout the store, the brand is communicated through logos, sculptures and neon signs which perfectly depict Moncler as a contemporary heritage brand. The store is therefore brimming with brand personality and unique interior decor touches that compliment the products. ETAIL On Moncler’s opening page are moving visuals of the season’s key pieces. In these there is a key link between high performance, nature and function. There is first emphasis on menswear before the womenswear products are displayed. Kidswear is not displayed on this homepage, illuminating the target audience Moncler is attracting via their website. The brand personality really comes through in the ‘About’ section - the header image has unique patterns and colours that are worn by models of varying ethnicities and ultimately really gel together (similar effect as the ‘Genius’ section of the website). There is a bright yellow promotion box of their subscription service, illustrating how the website is customer-loyalty centred. There is also an emphasis on ‘Free Standard Shipping’ as a selling point. The menu is very easy and accessible to use and shop by gender/function/collection/ collaboration/age. SOCIAL MEDIA Moncler’s Instagram is updated daily with advertorial photoshoots for key seasonal pieces, endorsements/collaborations with celebrities/ influencers. Their Facebook page links to their website closely so customers can shop their products and,like their Youtube page, is updated every 2 weeks. Their Twitter account is updated every 2-4 weeks with promotions of their new collections. This is the location where customers mostly get in touch with the brand. According to the ‘Tweets & Replies’, Moncler get back to customer queries on here very quickly.
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ABOUT THE COMMUNICATION
RETAIL
Moncler’s Shoe & Boots Instore Display
REFERENCES ALL MONCLER INFORMATION, DATA & STATISTICS AVAILBLE AT: www.monclergroup.com/en/. All Rights Reserved. © Moncler Spa. Page 1 Figure 1: Anonymous. (2020). Moncler Logo Decal Sticker. IrockDecals. © 2020 iRockDecals. Available at: https://irockdecals.com/monclerlogo-decal-sticker/. Page 2 Figure 1: Evans, N. (2020). Trip to Moncler’s Old Bond Street Store, London.
Page 10-11 Figure 1: Evans, N. (2020). Trip to Moncler’s Old Bond Street Store, London. Figure 2: Evans, N. (2020). Trip to Moncler’s Old Bond Street Store, London. Figure 3: Evans, N. (2020). Trip to Moncler’s Old Bond Street Store, London. Page 12-13 Figure 1: Evans, N. (2020). Trip to Moncler’s Old Bond Street Store, London. Figure 2: Evans, N. (2020). Trip to Moncler’s Old Bond Street Store, London. Figure 3: Evans, N. (2020). Trip to Moncler’s Old Bond Street Store, London. Figure 4: Evans, N. (2020). Trip to Moncler’s Old Bond Street Store, London.
Page 4-5 Figure 1: Evans, N. (2020). Trip to Moncler’s Old Bond Street Store, London. Page 6 Figure 1: Evans, N. (2020). Trip to Moncler’s Old Bond Street Store, London. Figure 2: Evans, N. (2020). Trip to Moncler’s Old Bond Street Store, London. Page 7: Figure 1: Evans, N. (2020). Trip to Moncler’s Old Bond Street Store, London. Figure 2: Evans, N. (2020). Trip to Moncler’s Old Bond Street Store, London. Page 8: Figure 1: Anonymous. (2018). Discover IVY PARK Resort 2019 Collection. Design Scene. Available at: https://www.designscene. net/2018/11/ivy-park-resort-2019.html. Figure 2: Zoe. (2020). Available at: https://weheartit.com/ entry/340768555. Figure 3: Nnadi, C. (2019). E Tautz Spring Summer 2020 Menswear Collection. Available at: https://www.vogue.com/fashion-shows/spring2020-menswear/e-tautz. Figure 4: Anonymous. (2020). Kith Spring 1 Lookbook. Available at: https://kith.com/blogs/news.
Page 14-15 Figure 1: Xilingxue. (2019). Moncler - Moncler Logo Black and White. Clipartkey. © 2020 clipartkey.com - All Rights Reserved. Available at: https://www.clipartkey.com/view/hoxTRo_moncler-moncler-logoblack-and-white/. Figure 2: Evans, N. (2020). Trip to Moncler’s Old Bond Street Store, London. Page 17 Figure 1: Evans, N. (2020). Trip to Moncler’s Old Bond Street Store, London. Page 18 Figure 1: Xilingxue. (2019). Moncler - Moncler Logo Black and White. Clipartkey. © 2020 clipartkey.com - All Rights Reserved. Available at: https://www.clipartkey.com/view/hoxTRo_moncler-moncler-logoblack-and-white/. v
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