The high-end down apparel brand Moncler SpA (MONC.MI) announced that it will change its new product release strategy and will no longer release new products through the catwalk. This means that the Gamme Rouge and Gamme Bleu senior designer product lines that hold two fashion shows each year will be removed. And the corresponding design directors Giambattista Valli and Thom Browne will all leave the group.
Instead, the strategy is to increase the frequency of new product launches in large independent stores to the fastest once every two months, and promote through other channels such as publishing activities and social media to bring young consumers closer to the consumer , while satisfying their demand for immediate purchase.
GlobalData analyst Maureen Hinton believes that the new strategy is more applicable to the casual wear-based Moncler brand because of the slower transition of fashion trends in this category. Coupled with Moncler’s core product down jacket style, skip the fashion show to launch new products more return on investment is more impressive.
In the first nine months of the financial report released in October this year, Moncler SpA has revealed that it is working on a series of “important projects.” In today’s press release, CEO Remo Ruffini stated that the group must make changes and open up its horizons.