Moncler Depends On A Down Jacket, Can The World Win The First Prize?

Fog and haze days, Kobe retired, Aaron Kwok found the net red......

Anyway, there is no reason why the world is better.

Luxury goods and fashion industry are also the same. Closing shop, black five promotion Shenma is not something that can make people happy.

However, it is still willing to dig out some fashionable brands that are excellent in the general environment, but also perform well. (just eye: we are willing to pmit positive energy!), such as Moncler.

Let's take a look at the performance of their family: sales from January to September increased by 25% compared with the same period last year, while net profit increased by 31%. The important retail index, same store sales, also increased by 13%, but the growth rate in the second half of this year is obviously slower than that of the same store sales growth from January to June this year.

He opened it with his father.

When he started his career, he started his own clothing brand, named New England, in the middle of 1980s. When he first read his name in England, he always remembered his days studying in the United States.

"When I was 22 years old, I stepped into the fashion industry, very early.

I created a brand inspired by the new England style, and I like the way they dress. "

Then, after 18 years of running the self created brand, he sold the company in 2000.

Mr. ruemer certainly will not be satisfied with his life experience. He began to look for brand acquisitions everywhere. "It must be a brand with a good history. I am very familiar with Moncler because it was very popular in Italy in 1980s."

Mr. Remer remembers that he was 14 years old and was wearing the first Moncler of life on the windy days of Como lake. Since then, he has had a lot of connections with the brand. "I know I need something with historical precipitation. If you choose a new brand without story and history, it will become a very difficult job."

It is interesting that Mr. ruim has been working for Moncler company for several months after he bought the idea to decide whether this is a good takeover target.

In 2003, he finally launched.

In fact, Moncler was founded in 1952 by two mountaineers. It was originally known as tents and sleeping bags. In 1954, they began to produce functional down coats and went on to compete with the French skiers for the Winter Olympics.

Finding this "sleeping brand", Mr ruim's first step is to improve the quality of products.

As soon as he took over, Moncler allowed manufacturers from all over the world to produce products by licensing. Mr. Remer bought all these manufacturers and converted them to full control. All the products were produced in Europe and Italy.

In addition, Mr. ruim spent a lot of time looking for high-quality fabrics, and he also invested a lot in developing fabrics with scientific and technological components.

The second step is to move the Moncler from the sporting goods store to the fashion shop.

Moreover, Mr. ruim understands that if fashion really comes up, it has to be exposed to those fashion designers. So Moncler and Wakubo Rei, the designer Watanabe Junya, the former designer of the Paris family, and the Nicolas designer Ghesqui re of the current LV, have launched a mini series.

In 2006, in order to create a deeper fashion brand for Moncler, Mr. Remer invited the former creative director of Valentino, Alessandra Facchinetti, to launch the high-end product line.

Three years later, in 2009, the same line of high-end men's product lines also went online. By 2010, a product line called innovation and technology was interviewed.

In launching these product lines, Mr. ruim's practice is "show up" - the Paris fashion show, the Milan men's wear show, and even a new product release at New York's central railway station.

What? Is it all fashion brand?

But Mr. Remer denied that he was doing a fashion business. "I am very focused on our products, and everything is aimed at that down jacket.

My strategy is to provide that down jacket for every customer, generation, man or woman.

We are not creating fashion. "

Hello, buddy, you must be a bit entangled, but after careful consideration, this practice is similar to those of UNIQLO, which are all fashionable and fashionable these years. They are all dressed in fashionable clothes, but the core is the product itself. Consumers are paying for the fashion. They wear themselves to the fashion station, but in fact, the product itself makes consumers repeat customers.

Unlike most creative designers and managers in the fashion industry, Mr. Moncler is both creative director and CEO.

He thinks that the advantage of doing this is that he can see the panorama of the company, from creativity, marketing to management, which need to interact with each other. "For me, two people are make sense.

Everything is in my grasp. It makes everything easier to roll up, adapt to market changes faster and convey my ideas more accurately. "

I said, you changed your name to Moncler emperor.

But don't mention it, this Moncler emperor is really prudent and visionary (why some people are born businessmen!!)

Over the past few years, when most luxury brands have been actively cultivating markets in China, Mr ruim has pondered, "wait, it's too dangerous. Too much immersion in a market is bad for brand image and cognition."

Moncler has more than 180 stores worldwide, and the number of stores in China is more than 20.

What he wants is that increasing the base of Chinese tourists is not necessary to set up shop in China.

This year, the development of Moncler in China is still healthy under the situation of luxury brands.

This year, Moncler has opened the world's second largest flagship store in Asia, the largest market in Japan (China ranks second). On the day of its opening, Japanese customers and tourists from China were constantly photographing.

Moncler also opened a shop in Singapore near the equator. "Opening a shop without a winter is not easy, but we need to build a relationship in the right place and in a very important market."

Don't forget, Singapore invade a lot of business people and tourists every year. They can all be buyers of Moncler.

Mr. Remer feels that the world is changing so fast that the Internet is reorganizing the world.

"Three years ago, the US market was not very good, and the Japanese market was developing. Now the situation is just the opposite."

So it is very important for him to understand what is going on. He must adjust his strategy at the speed of every day.

We feel that

Sir is the soul of Moncler.

Rather than relying on the risk of a single product down jacket, the correctness of Mr. REM's own decision and when the company can find a true understanding of the brand's successor is the real worry for analysts.

The fashion is perishable. This is what Mr. Remer understands. "We are not so keen on saying that we are in the fashion system. We hope to make clothes that can last for many years, and will not become fashionable or outdated with the tide of fashion.

If consumers are satisfied with your product and feel that you can wear it for many years, the relationship between the brand and the customer will be particularly tough.

"

Mr. ruim put the strategy of the kernel almost in the down jacket. He hoped that the jacket of Moncler would be like Levi 's's 501, which could become a symbol product like Burberry's windbreaker, so that the brand would be successful wherever it went.

Is it true? Analysts are a little worried. Moncler now has 85% of its sales from that down jacket. If people suddenly get tired of this dress, what should Moncler do? Mr. Remer said that if they really want to produce anything suitable for summer wear, they can simply label Moncler, but it's not easy, but he doesn't want to do it. He wants customers to go to Moncler's shop and immediately recognize it. Oh, this is the shop of Moncler.

"I don't want to bury our history. Yes, in June and July, in Naples, the largest city in southern Italy, we may not sell anything, but we don't care. What we care about is how to build a strong brand according to our own story."

Mr. ruimer said that they are developing a lightweight, hot down jacket and down jacket. But in creating the classic product, Moncler still has some way to go and expand the product line.