Fashion Marketing - 13.02.
2020
Case Study
Léa Hartmann - ID 18860
Jocelyn Rodriguez-Piedra - ID 19081
Guan Zihan - ID 19179
OBJECTIVES
1. S.W.O.T. Analysis
2. Competitor Analysis
3. Marketing Strategy
4. Recommended Marketing Strategy
5. Conclusion
1. SWOT ANALYSIS
Strengths Weaknesses
● Unique positioning as the worldwide leader in the ● High exposition to fall/winter collection
premium down jacket segment ● Asian production
● Providing high quality and innovative goods with ● Social Media presence
an exclusive and distinctive style ● Predominance in the Asian markets
● Flexible and close-knitted business model
focused on quality control and chain of value
● Presence in all major markets through retail
channels and wholesale channels (America - Asia
- Europe and EMEA) and also an online presence
(own website et e-tailers)
● Important control over distribution network
● Extremely well-thought communication strategy
● Innovative partnerships
Threats
Opportunities
● Maintaining brand image and premium
● Luxury market in growth price range
● Developing emerging markets ● Strong competition from other luxury
● Digital integration brands
● Focus on the travelling market ● Foreign production
● Expansion in product line ● Counterfeiting risk
2. Three Markets of Competition
Outdoor sports & skiwear- Lifestyle Sportswear- Luxury Apparel-
1. VF Corporation 1. Nike 1. Prada
25 outerwear, activewear, footwear and Bring inspiration and innovation to
2. Armani
jeanswear every athlete in the world *if you have a
2. The North Face body you are an athlete* 3. Chanel
Over 50 years of exploration and 2. Adidas 4. Hermes
innovation Everything we do is rooted in sports…
3. Patagonia through sport we have the power to - Not as focussed on ski wear as
We’re in business to save our home change lives Moncler
planet 3. Puma - Different target consumer
4. Columbia Forever faster - Reputation lies on other
Celebrating 80 Years of Keeping You products
Outdoors - Has shaped the athletic market
- Flexibility to enter lifestyle
- Has shaped the outdoor market sector
- Loyalty from outdoor - Innovative and sustainable
community - Global presence
- Powered by innovation, ethical - Collaborations with brands,
practices, environmental celebrities, athletes, and sport
initiatives, and reasonable price teams
for quality - Over-dependent on external
- Global warming has caused for suppliers
less seasonal products - Business diversification is
- Exposed to counterfeit products needed in countries outside of
because of high price value USA (40% revenue of Nike came
from US market in 2018)
MONCLER'S STRATEGY
● DEVELOP A GLOBAL BRAND ABLE TO CONTINUOUSLY
INNOVATE WHILE MAINTAINING ITS UNIQUE
POSITIONING
Moncler Genius；Limited time concept store, Different Voices is
not just a creative and communication project, but also a new
business model
● SEEK SUSTAINABLE GROWTH TO CREATE VALUE FOR
ALL STAKEHOLDERS
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 EXPANSIONThe
Group is now expanding into complementary product categories
able to become part of its core business.
● SUPPORT DISTRIBUTION CHANNELS DEVELOPMENT
WITH AN OMNICHANNEL APPROACH
Engaging directly with customers through every channel and
touch point
● 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
1 – MONCLER JW ANDERSON
2 – MONCLER 1952 MAN
2 – MONCLER 1952 WOMAN
3 – MONCLER GRENOBLE
MONCLER GENIUS 2020
Milan show 4 – MONCLER SIMONE ROCHA
Moncler Genius
5 – MONCLER CRAIG GREEN
Eight Designers For
Moncler
6 – MONCLER 1017 ALYX 9SM
7 – MONCLER FRAGMENT HIROSHI
8 – MONCLER RICHARD
Moncler Poldo Dog Couture
Moncler MATE.BIKE
Moncler RIMOWA “Reflection”
3. MARKETING STRATEGY
Target Segmentation: Market Positioning:
Geographic segmentation: Premium luxury outerwear brand
High-quality, performance and
Major market as Europe, America, Asia and innovative products
Australia Distinctly design products
New emerging markets in Latin America,
(Brazil), United Arab Emirates, and Nigeria Flexible and efficient business model
focused on quality control on the value
Demographic segmentation:
chain
Men and Women from 18 to 65
Looking for high-quality - innovative and
Strongly anchored with its unique
timeless goods heritage
Large amount of disposable income which
Spent on traveling and high-end fashion
Moncler Genius - Millennials
Psychographic segmentation:
Self-directed consumers
Wide variety of interests
Enjoy sports and outdoor activities
On the top of trends
Competitors Price
Positioning
Exclusivity
Digital Marketing Strategy
Collaborate with new media
Conclusion
● Sourcing materials and production
● Perpetual growth since 2003
● Other brands taking the same path
● Speaking to the younger generation
● Continuing at the same pace
● Moncler’s versatility as a luxurious
outdoor brand sets it apart from its
competitors
References
● https://cfasi.it/download/20190124092429.pdf
● https://issuu.com/latifasimmons/docs/copy_of_fasm415_moncler
● https://www.scmp.com/magazines/style/luxury/article/3025363/mo
nclers-billionaire-ceo-remo-ruffini-why-luxury-brand
● https://www.vfc.com/brands/the-north-face
● https://www.columbia.com
● https://www.forbes.com/sites/callyrussell/2019/08/22/adidas-or-ni
ke-which-retail-giant-is-winning-the-sneakers-war/#4980f1412b7e
● http://panmore.com/puma-swot-analysis-recommendations
● https://www.businessoffashion.com/articles/news-analysis/moncle
r-and-lvmh-set-the-bar-high-for-luxury-competitors
● https://cfasi.it/download/20190124092429.pdf
