MILAN, Dec 3 (Class Editori) – Moncler, the brand of quilted jackets chaired by Remo Ruffini, has decided to aim at China with more determination. The Moncler Genius project will be relaunched next year, by planning the opening event in China and with a new format.
The brand has decided to show the trials with stylists and designers with a new concept, in which the online sector interacts with the offline one. The basic principles and the multifaceted philosophy of the event remain unchanged, but there is a kind of software update which will mix product and entertainment.
The focus on the Chinese market had been recently reiterated also by Ruffini, after having showed the results at the end of September.
"Not only the Chinese market is recording important growth rates and constantly improving", as the leader of Moncler has underlined, "but also other several markets and all the distribution channels are showing performances in constant progress". In Asia, the quilted jackets company owns little more than 100 stores, almost half of the entire network.
Although remaining faithful to its message "one house, different voices" and with an official slot in the timetable of the Milan Fashion Week, a moment which is still key for the company, the event will be postponed from February to September, and it will be characterized by several moments, scheduled on different times and streamed from China all over the world.
With this new format, Moncler Genius 2021 further relies on the huge potential of digital communication, by creating a media event which is able to talk directly to consumers, in order to involve them even more in the brand values' sharing. Physical presence is reshaped according to a multichannel approach, thanks to the online involvement and active interaction, open to everyone.
In line with the result achieved in the Dow Jones sustainability World and Europe indexes, where it has been ranking first as Industry Leader of the Textiles, apparel & luxury goods sector and with the sustainability plan "born to protect", released in October 2020, the Moncler Genius clothing launched during the show will be eco-friendly, but always designed according to the individual visions of the stylists involved.
(Source:Class Editori)
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