The origins of the name lie in its very roots: Moncler is in fact an abbreviation of Monestier-de-Clermont, a mountain village near Grenoble. Here, inspired entrepreneur René Ramillon and Andrè Vincent founded the company in 1952 which would go on to produce the renowned down jacket.
In the beginning Moncler only made quilted sleeping bags, a single model of a lined hooded cape and tents with a telescopic structure and an external flysheet. These robust, functional articles immediately proved a hit with the public, as the new social phenomenon of mountain holidays began to take hold.
1954 THE EXPEDITIONS
The first down jackets were conceived to protect workers who wore them over their overalls against the cold, in the small mountain factory. French mountaineer Lionel Terray first noticed them and foresaw their potential. The result was the specialist range ‘Moncler pour Lionel Terray’: down jackets, salopettes, gloves and sleeping bags that offered high resistance and protection against the harshest climates. All the new articles were put to the test in a variety of expeditions, and were gradually perfected. In the same year, Moncler down jackets were chosen to equip the Italian expedition to K2 (8.611 meters) which culminated in the conquest of the world’s highest summit by Achille Compagnoni and Lino Lacedelli.
1955 THE EXPEDITIONS - MAKALU
Moncler down jackets were supplied to the French expedition which reached the summit of Mount Makalù (8,470 metres)
1964 THE EXPEDITIONS: ALASKA THE EXPEDITIONS - MAKALU
Moncler is the official supplier of expeditions to Alaska organised by Lionel Terray.
1980 CITY ICON
This was the period in which Moncler, with its original stitching and its ‘lacquered’ effect in dazzling colours, finally made its grand entrance into town. In the 1980s designer Chantal Thomass was one of the coolest creative stars of the Parisian scene, and worked alongside the company until 1989, reworking the look of the classic down jacket. The designer replaced the zips with buttons and introduced fur trim, satin and reversible fabrics.
2003 THE ACQUISITION
The brand was bought out by Italian entrepreneur Remo Ruffini, who is still the Chairman and Managing Director. The strategy of the global down jacket is his brainchild. Working on fit, aesthetic research, experimentalism and materials, Moncler’s universal spirit distinguished itself even more, as did the ever increasing variety of purposes, ensuring the utmost attention was lavished on quality. Each garment is made entirely in Europe.
2016 ESTABLISHMENT OF THE PRODUCTION SITE IN ROMANIA
In April, Moncler finalizes the establishment of the production site in Romania, through the recruitment of about 600 additional employees, who have later been integrated in the hub that was previously acquired and that is today operating with about 900 employees.
The Group’s turnover exceeds one billion euros.
2017 MONCLER GENIUS
Moncler announces the end of the collaboration with Thom Browne for Gamme Bleu and with Giambattista Valli for Gamme Rouge. Starting from Fall/Winter 2018, Moncler has a new creative chapter: Moncler Genius.
PHOTOS COURTESY OF @MONCLER/FB/INSTAGRAM
PHILOSOPHY & VALUES
The philosophy and values of the Moncler brand are intrinsically tied to its unique history. Over the years the brand has been involved in ambitious climbing expeditions and pioneering initiatives. Long associated with the world of sport, the mountains, active life and nature in its truest forms, Moncler has constantly and faithfully founded its philosophy and values on simple, solid principles, summed up in the words of its Chairman and Chief Executive Officer, Remo Ruffini.
“There is no present or future without a past; Moncler products are synonymous with an excellence in quality that does not change with fashion”
Moncler has a unique heritage and positioning. With over 60 years of history, the brand injects its DNA into innovative, versatile products that withstand the tides of fashion, making them “timeless”. Products that draw inspiration from values tied to the love of sport and nature, marked by a renowned elegance and excellence of quality. Moncler has a business model which is integrated and focused on quality control with a value chain that directly manages and coordinates the phases with higher added value. Promoting responsibility in the supply chain is an integrated part of this process.
“Moncler’s stores convey the unique values of the brand”
Moncler’s presence in major multi-brand stores and luxury department stores and the selective locations of its retail stores on the most prestigious shopping streets and holiday resorts, along with a distinctive store concept that embodies the Moncler DNA, without ever standing still, are all clear expressions of the brand’s values.
“Moncler is a globophonic company: it has a global vision with a domestic strategy”
Moncler has a policy of directly overseeing operations in the regions where the brand is present, with local management and organizations that act in strict coordination with the Parent Company. Moncler operates through the headquarters and five regional organizations (Regions): Europe, Asia Pacific, Japan, Korea and the Americas. Moncler firmly believes in the importance of strengthening and consolidating its presence in each of these areas and has long promoted the hiring of local managers and people able to understand and analyse trends in each single market.
“In order to communicate a unique product, you must have a unique communication strategy”
Moncler’s communication strategy is innovative and never banal. It always conveys the uniqueness of the product and the values of the brand in a distinctive and unequivocally identifying way.
“There can be no long-term growth without responsibility and respect”
We judge the value of our results also by how we have achieved them. In fact, there can be no long-term growth without responsibility and respect. Some years ago the company has started to integrate sustainability issues into the business model and business decisions.
“I want to be amazed by the talent of others”
Moncler has a cohesive, motivated and experienced senior management team, led by Remo Ruffini as Chairman and CEO, with clear powers and responsibilities and a demonstrated ability to deliver strong results.
Genius, rigor, multiplicity, ability to innovate while remaining true to ourselves, and desire to seek the extraordinary in the “ordinary” have always been the creed of the Group. For Moncler, change is the force driving its unrelenting effort to explore its own and other worlds through a continuous dialogue with an ever broader customer base.
Moncler’s strategy is underpinned by five pillars.
DEVELOP A GLOBAL BRAND ABLE TO CONTINUOUSLY INNOVATE WHILE MAINTAINING ITS UNIQUE POSITIONING
Over the years, Moncler’s growth strategy has been inspired by two key principles: to become a global Brand without filters with the market and to continuously innovate while remaining true to itself. Since 2003, under the leadership of Remo Ruffini, Moncler has followed a clear evolutionary path that, in 2018, led to the launch a new chapter in its history. Moncler Genius – One House, Different Voices is not just a creative and communication project, but also a new business model that involves all divisions, at every level, and has impacted the strategy of the Group as a whole.
SEEK SUSTAINABLE GROWTH TO CREATE VALUE FOR ALL STAKEHOLDERS
The Brand has been progressively strengthening its commitment to long-term sustainable and responsible growth, as a means to further meet stakeholders’ expectations and create shared value. Planning for a future beyond tomorrow is one of the Group’s founding values and a pillar of its development strategy.
PURSUE SELECTIVE PRODUCTS’ RANGE EXPANSION
Thanks to its strong tradition and credibility built over the years, Moncler has consolidated its position as a worldwide leader in the premium down jacket segment. The Group is now expanding into complementary product categories able to become part of its core business.
“To create special products with a specialist’s approach” is the motto that drives and steers Moncler’s present and future.
SUPPORT DISTRIBUTION CHANNELS DEVELOPMENT WITH AN OMNICHANNEL APPROACH
Engaging directly with customers through every channel and touch point, involving them and understanding their expectations – even when unspoken – and creating in its physical and virtual stores the human warmth that has always been a part of the Brand, is a cornerstone of the relationship that Moncler strives to develop with its customers to never stop surprising them. The Group has pursued a strategy of integrated development strategy of its distribution channels, both physical or digital.
STRENGTHEN ITS DIGITAL CULTURE
Moncler considers its digital channels as a crucial and indispensable tool for brand communications and business growth at global level, in an omni-channel approach. The cornerstone of Moncler’s strategy is to ensure that digital culture permeates each and every division and is consolidated throughout the Group.
For some years now, the Group created a digital division that is not only responsible for e-commerce but also digital marketing and digital experience & intelligence, to develop the online business and boost the Moncler brand’s presence on all major social media.