August 2nd 2006
WHAT IS SPECIAL IN MONCLER
August 2nd 2006
DUVET
Duvet means down in French and comes
primarily from aquatic birds raised in the
south of Brittany and Perigord.
Here the climate and land, with its
wealth of rivers and lakes,
stimulate the production of down
by animals, allowing producers to
certify the origin of the birds and
follow the proper techniques for
removing the down.
August 2nd 2006
Before being utilized, the down goes through a rigorous processing
that guarantees cleanliness and hygiene. This includes the phases
of sorting, dusting, washing (one raw kilo requires 700 to 800 liters
of water), disinfecting, rinsing, centrifuging and drying (in an oven
heated to over 100°C)
August 2nd 2006
Down is composed of two elements. The
first includes tufts and barbules: parts of
the plumage taken from the breast and
below the wings of the birds. The second is
plumules, similar to feathers but much
smaller and softer.
The composition percentage of the different elements is defined by
regulation AFNOR G 32003, which classifies down as 4/3/2/1 tufts.
Moncler uses duvet neuf, that is down with four tufts which is the best
quality on the market. The composition percentage in fact determines its
puffiness and thermal insulation, guaranteeing the garment 85% of their
insulating power and a unique lightness
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Over fifty years of experience in handling down has allowed
Moncler to establish specific filling coefficient for garment with a
mathematically precise ration between the square centimetres of
surface area of the garment and the down contained in it,
according to the characteristics of the fabric and different stylistic
needs.
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Model:
BAZILLE POIDS DUVET
SIZE
DESCRIPTION
00 0 1 2 3 4 5 6 7
BACK 50 53 60 62 65 68 70 75 79
X2
25 26 29 30 32 33 34 37 38
FRONT
X2
31 34 37 38 40 42 43 46 48
SLEEVE
X2
8 8 9 9 9 9 9 9 9
HOOD SIDE
HOOD
5 5 5 5 5 5 5 5 5
MIDDLE
COLLAR 12 12 13 13 13 13 13 14 14
TOTAL
193 206 228 234 245 254 260 278 288
DUVET
August 2nd 2006
HISTORY
Moncler gets its name from MONestier de
CLERmont, a resort located a few kilometres from
Grenoble. Right there in April 1952 Renè
Ramillon and Andrè Vincent set up Moncler S.A.
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During the first years the brand focused on the
production of sleeping bags and camping tents,
known as “Les Ramy”, symbol of a new developing
phenomenon – vacations.
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Ramillon and Vincent decided to profit from the great
experience of Lionel Terray, a world-famous climber
who contributed to the creation of some technical
jackets named after him.
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In 1954 Moncler supplied equipment to the expedition to
the Karakorum and in 1955 to the expedition that
conquered the Makalù. (m. 8470).
In 1964 the brand became the official supplier for the
Alaska expedition organized by Terray.
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1954 Karakorum
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Lionel Terray
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In 1968 MONCLER became
the official supplier of the
French national alpine skiing
team which participated in the
Winter Olympics held in
Grenoble.
For this special occasion
Moncler was given the
possibility to use the “coq”,
symbol of France, that only few
French companies are allowed
to use.
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In the ’70s skiing became more popular, bringing the
success of the brand also in foreign markets. However
in these years, the strategy of the positioning placed
Moncler products only in the traditional area of technical
sportswear.
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In the early 80’s this mountain garment caught the
attention of the journalists of ‘Elle’ who understood the
desire for a sporty jacket with fashion details.
In 1988 the entire editorial staff of ‘Madame Figaro’
posed in Moncler down jackets for their Christmas
greetings.
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In 1980 Moncler met the designer Chantal Thomas, with
whom it began a collaboration that lasted until 1989 and
radically changed its appearance.
In this way Moncler became a fashion brand, without
loosing the sporty aim of its root.
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In the early ’90s Moncler company was acquired by
Industries and made it a brand synonymous of
elegance, sporty and modernity, bringing it to a
great success on the international market
August 2nd 2006
NEW ADVERTISING
CAMPAIGN AW 2007-08
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August 2nd 2006
