22 February, 2019
Moncler SpA (MONC.MI), an Italian luxury brand known for its down and ski clothes, is trying to get rid of its down jacket concept. The company hopes to sell more seasonal fashion products with its Moncler Genius series, which was officially launched in June.
These strategies are currently facing all fashion groups to speed up the supply chain and cater to the younger generation of consumers. Remo Ruffini, CEO of Lenovo, said he hoped the brand would reach a new monthly pace in the future.
Last November, the Italian Group announced the end of the 10-year collaborative Designer Series Moncler Gamme Rouge and Moncler Gamme Bleu, which has been out of line with the times. In February, the Group further released the Moncler Genius strategy and worked with eight designers to launch different series of products every quarter starting in June this year.
Remo Ruffini said that the younger generation of consumers is very changeable, and Moncler Genius may not necessarily boost brand sales quickly, but it can give the brand a vibrant, attractive “millennial generation” and female consumers who use Hermes handbags as well.