Luxe.CO Intelligence Presents Report “Moncler in 2023”

1月 25, 2024

Luxe.CO Intelligence has released a new single-brand report titled “Moncler in China,” detailing the strategic deployment and latest development in the Chinese market.

Moncler, originally starting with outdoor sleeping bags and tents, began producing professional functional down jackets in 1954, and once accompanied the French ski team in the Olympics, establishing its professional outdoor roots. In the 1980s, it became popular among urban youth. However, intensified external competition and poor internal management led to a decline in the 1990s.

In 2003, Italian fashion entrepreneur Remo Ruffini acquired Moncler, marking a new chapter for the brand. Under Ruffini’s leadership, over 20 years of brand restructuring has seen Moncler develop into a thriving global luxury public company:

  • As of 2023, Moncler Group’s stock price increased by 12.5%, with a market value exceeding $16 billion as of December 31.
  • In the 2022 fiscal year, Moncler’s sales exceeded 2 billion euros, accounting for 85% of the group’s total sales, with the Asian market contributing the highest share at 47%.

At the Capital Markets Day event in May 2022, Moncler Group projected that over 50% of Moncler’s growth by 2025 will come from China and the USA. The group plans to continue opening stores in China and create a China business division at its Milan headquarters.

Moncler’s focus on the Chinese market is evident. In December 2009, Moncler officially entered the mainland Chinese market, opening its first flagship store in Shanghai’s Hang Lung Plaza basement. In May 2023, the store was relocated and expanded to a three-story space on the first floor of Shanghai Plaza 66.

As of January 12, 2024, Moncler has 54 boutiques in mainland China, spread across 22 cities. Beyond top fashion hubs like Beijing, Shanghai, Guangzhou, Shenzhen, and Chengdu, Moncler has extended its store network to second-tier cities like Shenyang, Xi’an, Changchun, Wuxi, Ningbo, and Zhengzhou.

For detailed distribution of Moncler stores in the Chinese Mainland, click here to download the full report (in Chinese)

The “Moncler in China” report by Luxe.CO Intelligence covers:

  • Key milestones in the brand’s history
  • Full view of Moncler’s product line, global store overview, and financial performance over the past decade
  • Expansion history of Moncler in the Chinese market
  • Distribution of Moncler stores in the Chinese Mainland
  • Moncler’s branding activities in the Chinese Mainland since 2022, including pop-ups, endorsements, collaborations, etc.

The main content of the “Luxe.CO Intelligence – Moncler in China” report is approximately 29 pages.

The report’s table of contents and some screenshots are as follows.

About Luxe.CO Intelligence

Luxe.CO Intelligence, a subsidiary of Luxe.CO, has been deeply rooted in the fashion and luxury industry for a long time. With the industry network, data intelligence, and knowledge system we have consistently built, we are committed to providing professional, innovative, and forward-looking consulting services to brands and businesses in China and abroad. Our consulting services cover various aspects, including brand revitalization and upgrade strategies, brand content and communication strategies, segmentation industry positioning and opportunity analysis, China market entry strategies, and more. Luxe.CO Intelligence regularly shares our research findings with entrepreneurs, senior executives, and investment institutions both in China and overseas.

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