Raf Simons, Quan Zhilong... Moncler Do Not Consider Asking Them To Join The "Genius" Program?

In 2018, the luxurious down garment brand Moncler decided to abandon the seasonal fashion series. Instead, it adopted a completely new marketing mode, monthly "new" limited edition designer capsule series.
The "Genius" project, led by Moncler president and chief executive officer Remo Ruffini, is aimed at promoting brand speculation. Meanwhile, through strong social media images, it strengthens ties with existing fans and attracts new Moncler customers, especially those who want to be fresh and feel fresh and millennial.
The brand is looking for people with strong creativity as Genius partners. Their identity can be well applied to social media. They are also good at integrating Moncler's core DNA into their own aesthetics. The purpose of each capsule series is to directly attract specific customers, but Moncler is not willing to mention how it defines these groups.
Although the Genius series is not just to increase revenue (these series did bring sales revenue, but only a small part of the brand's total sales of US $1 billion 400 million in 2018), this new strategy seems to be effective. According to Moncler, it has successfully increased brand awareness and online and offline traffic, and has created millions of euros in media exposure.
Since the launch of the project, Moncler has recruited a series of collaborators, including the Valentino designer Pierpaolo Piccioli; the British designer Simone Rocha, Craig Green and Richard Quinn; Japanese designers such as the two palace of Noir (Richard), Teng Yuan Hao (Chao), the tide card and the 1017 bar.
But the Genius model is a new model that needs continuous introduction of new blood. To a certain extent, its success in the future will depend on the ability of the brand to continue to recruit suitable talents.
Then who will be the next co designer? BoF to explore candidates who may join the Moncler list here.
Raf Simons
Since Simons left Calvin Klein, the fashion industry has been watching whether he will go to another fashion major. On the contrary, he doubled his efforts in his homonymous menswear brand and cooperated with Kvadrat, a Danish fabric company. If Simons can ally with Moncler, it is undoubtedly because he is good at fully integrating his creative vision into brand characteristics, as we have seen during his tenure in Dior. The recruitment of Simons will also get an extra discount of "one dragged on one". He has worked with the artist Sterling Ruby, and the fashion world is still alive.
Quan Zhilong (G-Dragon)
As the leader of the Big Bang of the Korean men's team, the superstar has enormous social media influence in Asia. Asia is the main market for Moncler, which accounts for nearly half of the company's annual revenue. But slower growth and continued instability in Hongkong mean that Moncler will have to step up its efforts to continue to grow in the region. Quan Zhilong is known for her unique style of integration. He often combines Dior, Chanel and other high-end brands with Ambush. He also has design experience. In 2016, he launched his own brand PeaceMinusOne with his friend and designer Gee Eun. Another good news is that he has retired from the army.
Molly Goddard
The London designer's foam gauze mattresses have proved popular in social media: earlier this year, when the designer designed clothes for Jodie Comer in the popular TV series "Killing Eve", she instantly exploded the online discussion. The designer made a blockbuster and the fans went far beyond her usual followers. "Eve" Visual impact is her symbolic aesthetics, which is what Moncler is looking for in Genius collaborators.
(from left to right) Glenn Martens, Abe Chito potential (Chitose Abe), Donatella Versace Versace source: each other offers
Y/ Project
As the Z generation and the millennial generation currently account for 40% of the Moncler consumer group, the proportion of Genius consumer groups is even higher. Y/Project's conceptualized and refined Street aesthetics will directly affect the key groups of Moncler. Glenn Martens, the creative director of the French brand, is a member of the new designer team in Paris. He led a street fashion revolution and has a loyal followers in the Millennium generation.
Sacai
Abe Chito Abe (Chitose Abe), graduated from Comme des Gar on, has amazing technological and technological capabilities for fabrics. Her avant-garde works are easier to wear than her former tutor Wakubo Rei, while still keeping a striking outline. In 2015, she told BoF that her own inspiration came from practicality, performance and sportswear, which could turn into a more technical Moncler Genius series, just as she did with Nike and North Face in the past.
Donatella Versace
Donatella Versace knows how to create a marketing moment. After all, this is the essence of Moncler Genius. From the 20th anniversary commemorative show in memory of her brother Gianni, to the surprise appearance of Jennifer Lopez in September, Versace is good at using nostalgia to attract the attention of social media. Lopez In addition, as the parent company Capri Holding has a grand plan for the Italy brand, the exposure rate of Versace brand is naturally higher and better.
(left to right) Kaws installation art, Sarah Burton, Phoebe Philo Philo source: Shutterstock, the other party provides
Kaws
Brian Donnelly's iconic BFF image can be widely known in the world, partly because of its past cooperation with the heavyweight figures in the fashion industry. He was once a guest of A Bathing Ape, Supreme, Marc Jacobs and Comme des Gar on on, and recently worked with the designer of the Dior men's wear. The pop artist from New York, originally a street graffiti artist, is now known as Kaws. Over the years, he has shown a clever ability to rebuild the cultural logo of a powerful brand DNA, from Sesame Street to Michelin. His work is very popular on Instagram. Please note that he already has 2 million 600 thousand fans, and his cooperation with UNIQLO even lets customers wrestle for purchase.
Sarah Burton
The British designer, who was the creative director of the company after the death of Alexander McQueen's founder in 2010, is good at creating stunning but intricate, advanced custom garments. In 2011, she boarded the headlines all over the world for the designer of the Duchess of Cambridge, but most of the time she was very low-key. But Kai Yun group hopes that the McQueen brand will continue to grow. Through the cooperation of Moncler to enhance the personal image of Burton, it may also be beneficial to the McQueen brand in the era of star designers.
Phoebe Philo
Although Philo's aesthetics may not be a typical net red wind, she does not have a gorgeous style, which does not affect her global influence. The designer is best known for her 10 year tenure in Celine and captured a group of female worshippers aged between 35 and 50. If McQueen's Burton can connect Moncler to rich, favorite customers of high-end custom fashion, Philo will directly talk to high-income professional women. There is no doubt that those who are still mourning the designer's leaving the fashion world are ready for credit cards.