MONCLER GORE - TEX CAPSULE ONE
Dwyer
MSc Strategic Fashion Management
Management
Leader: Kirsty Nevett 1977 Words
Samuel
21018676
Marketing
Unit
1 Fig. 1.1 Fig. 1.2
Table of Contents List of Figures 3 Executive Summary 4 Section 1: Introduction 5 Section 2: The Market Sector 6 2.1 — Current Market Analysis 7 2.2 — Summary of Situation Analysis 7 & 8 2.3 — Key Marketing Trends 8 Section 3: Marketing Mix and Positioning 9 3.1 — Introduce the Brand 10 3.2 — USP 11 3.3 — Current Financial Performance 11 3.4 — Consumer Profile 12 3.5 — Key Competitors 13 3.6 — Place 14 3.7 — Product 15 3.8 — Price 16 3.9 — Proposed Distribution Approach 16 Section 4: Proposed Marketing Communication Plan 17 4.1 — Advertising 18 4.2 — Digital Marketing 19 & 20 4.3 — Direct Marketing 21 2 4.4 — Affiliate Marketing 21 4.5 — PR Activities 22 4.6 — Marketing Plan 23 Conclusion 24 Reference List 25-34 Appendices 35 Fig 1.3
List of Figures
7.5-7.9
8.1-8.2
8.3-8.4
8.5-8.8
8.9-9.1
9.2-9.3
9.4-9.8
Figure 1.1-1.2 1 Figure 1.3 2 Figure 1.4 4 Figure 1.5 5 Figure 2.1 6 Figure 2.2-2.3 7 Figure 2.4-2.7 8 Figure 3.1-3.3 9 Figure 3.4-3.9 10 Figure 4.1-4.3 11 Figure 4.4-5.1 12 Figure 5.2-5.4 13 Figure 5.5-5.7 14 Figure 5.8-6.3 15 Figure 6.4-7.1 16 Figure 7.2-7.3 17 Figure 7.4 18 3 Figure
19 Figure
20 Figure
21 Figure
22 Figure
23 Figure
24 Figure
35
Executive Summary
This report will use a combination of primary and secondary research to analyse the Market Sector in which Moncler is categorised and provide a detailed summary of Moncler’s marketing mix and positioning, while also proposing a new collection of Moncler branded outerwear and a supplementary marketing and advertising strategy for this collection. The investigation of Moncler’s market sector will include an analysis of the luxury fashion market, exploring important points including the size and recent financial trajectory as well as key marketing trends in the year 2021. This section will also analyse Moncler’s internal and external business environments in the form of SWOT and PESTEL analyses. The next section will include a summary of Moncler’s marketing mix and positioning, highlighting key information such as Moncler’s products and services, unique selling point, and recent financial performance. Also included is a detailed characterisation of Moncler’s target consumer, a brand map displaying key competitors in the market, and a summary of Moncler’s distribution methods. Finally, is a proposal for a new line of Moncler luxury outerwear, including a product overview with a proposed pricing scheme and distribution approach, as well as a detailed marketing and advertising campaign for the new line of products employing a variety of strategies ranging from advertising to social media marketing and a PR event.
4 Fig 1.4
Section 1: Introduction
The purpose of this report is to analyse Moncler’s current standing and performance in the Luxury Fashion industry and to take a closer look at the marketing and communication strategies they have employed to build success in recent years. Additionally, this report was written to introduce a proposal for a line of Moncler outerwear products and to outline a marketing and communication strategy for the promotion of this new collection. Sources including, but not limited to, The Business of Fashion, Forbes, Statista, LS: N Global, WGSN, and The Moncler Group’s financial reports were used to supplement the content of the report. The first limitation with regards to research that must be taken into account when reading the report is the timeframe; the research for this report was conducted over the course of about 10 weeks however, a longer period may have revealed additional insights. Another limitation is the lack of recent financial reports from the Moncler group, although there is financial data from the first half of the 2021 fiscal year, Moncler has not yet released its annual report for 2021 and consequently, financial data from Moncler’s 2020 Annual Report was used to construct a more complete picture of Moncler’s recent financial performance. The most prominent form of research conducted for this report was online research from online publications, e-books, online marketing reports, and financial data. In addition, some primary research was conducted in the form of an internet survey sent out to a cluster sample of individuals ranging in age from 18 to 23. The marketing objectives of this report are as follows: firstly, to capitalise on the ‘Gorpcore’ utility sportswear trend that has grown massively in popularity in 2021 by releasing a line of new products that fall into this category of outerwear. Secondly, to increase the number of consumers in the Millennial and Generation-Z age groups. And finally, to build on Moncler’s growth over the past decade and continue to cement Moncler as the go -to brand when it comes to Luxury Outerwear.
5 Fig 1.5
MARKET
SECTION TWO THE
SECTOR 6 Fig 2.1
Current Market Analysis
As of 2020, the luxury fashion market has been valued at 110.6 Billion USD. (Luxury Fashion market-global outlook and forecast 2021-2026)
In 2017, the global activewear market was valued at 351.1 Billion USD, it is expected to grow to around 550 billion USD by 2024 with a CAGR of 6.5% from 2018 to 2024. (Das and Prasannan, 2017)
Summary of Situation Analysis
POLITICAL:
ECONOMICAL:
TECHNOLOGICAL:
ENVIRONMENTAL:
2.1 —
2.2 —
• Political instability in markets such as China and Hong Kong • Travel restrictions reducing in person retail shopping • Worsening diplomatic relations between China and Western Countries
• Covid-19’s negative impact on the economy has reduced the demand for luxury goods in recent times • Increased taxes on imports to China • Brexit SOCIAL: • Increased awareness of animal cruelty in the fashion industry • More of a demand for sustainability in fashion • Increase in popularity of online shopping
• Social media marketing becoming increasingly successful for fashion brands • Increased popularity of NFT’s and metaverse related items (digital fashion)
• Decreased availability of natural resources • Increased use of recycled materials in fashion LEGAL: • Increased awareness of unfair labour standards in the fashion industry • New legislation calling for higher salary demands and standards for workers’ rights 7Fig 2.2 Fig 2.3
Summary of Situation Analysis (Continued)
STRENGTHS:
• Topped Dow Jones Sustainability indices for the 3rd consecutive year (Zargani, 2021)
• Q3 Revenues increased by 55% from 2020 to 2021 (Singh, 2021)
• Considerable social media presence
• Good reputation for high quality products
• Revenue generated across a variety of geographical regions (Monclergroup.com)
OPPORTUNITIES:
• Acquisition of Stone Island gives a platform to reach younger consumers
• Increased digitisation (Borrelli and Dempsey, 2020)
• Multiple points of sale (retail, online, wholesale)
WEAKNESSES:
• Heavy reliance on availability of highquality raw materials
• Low product diversification
• Many competing brands
• Very high price-point
THREATS:
• Travel restrictions due to COVID-19 can negatively affect revenue stream in certain regions
• Increase in product counterfeiting could potentially damage the brand’s reputation (SWOT & PESTLE.com, 2021)
• Demand for luxury goods positively correlates with macroeconomic conditions (SWOT & PESTLE.com, 2021)
Sustainability and The Outdoors
2.2 —
2.3 — Key Marketing Trends
• Gucci Off the Grid sustainable luggage • Moncler Born to Protect Initiative Utilisation of Influencers and Social Media • ‘Tik-toker’ Francis Bourgeois for Gucci x The North Face • YouTube and Tiktok stars Emma Chamberlain and Charli D’amelio for Louis Vuitton 8 Fig 2.4 Fig 2.5 Fig 2.6 Fig 2.7
MARKETING MIX AND POSITIONING
SECTION THREE
9 Fig 3.1 Fig 3.3 Fig 3.2
Introduce the Brand
Moncler was established in 1952 by Rene Ramillon and Andre Vincent. The name Moncler is an abbreviation of Monestier-deClermont, an alpine village close to Grenoble, and the location in which Moncler was created. Moncler’s core values are authenticity, excellence, talent, and pursing sustainability (The Business of Fashion, n.d.).
Moncler aims to innovate and develop as a luxury goods brand while remaining authentic to its heritage. The customer is the central focus of all of Moncler’s business decisions and their most important asset. (The Business of Fashion, n.d.)
3.1 —
PRODUCTS AND SERVICES O U T E R W E A R A C C E S S O R I E S R E A D Y T O W E A R 10 Fig 3.4 Fig 3.6 Fig 3.5 Fig 3.7 Fig 3.8 Fig 3.9
2020 Revenue: Asia: EUR 717,860,000 EMEA: EUR 501,883,000 Americas: EUR 220,666,000
Total Revenue: EUR 1,440,409,000
Total income: 300,351,000 75,6% or EUR 1,089,496,000 from Retail 24,4% or EUR 350,913,000 from wholesale (Monclergroup, 2020)
First Half 2021 Revenue: Asia: EUR 282,551,000 EMEA: EUR 187,774,000
Americas: EUR 95,215,000
Total Revenue: EUR 565,549,000
Total Income: 50,189,000
or EUR 418,407,000 from Direct-to-Consumer (DTC) Sales
or EUR 147,133,000 from Wholesale
3.2 — USP § Japanese nylon construction § White goose down for insulation § Coyote fur trims § Manufactured in Europe § Shiny outer appearance § High-quality, highperformance § Logo patch on jacket arm “Moncler’s products contain at least 90% white goose down clusters and only 10% feathers/small feathers.” (Monclergroup, 2019) 3.3 — Current Financial Performance 2020 H1 2021 0 500,000,000 1,000,000,000 1,500,000,000 Total Revenue Total Income Total Income & Revenue (2020-June 2021) 2020 H1 2021
74%
26%
(Monclergroup, 2021) 11 Fig 4.1 Fig 4.2 Fig 4.3
Behavioral
3.4 — Consumer ProfileGeographic Segmentation: • Region: Europe, Asia, Americas, Australia • Climate: Colder parts of the world
• Living/traveling to a colder climate • Long lasting high quality stylish garment • Will keep them warm • Will likely be used less frequently as only appropriate during colder time of year • Lower customer retention as it is a long-term investment piece of clothing expected to last long • Low price sensitivity Demographics and Socioeconomics: • Age: Gen Z, Millennials, Gen X (16-65 give or take) • Increased focus on Millennials going forwards • Gender: Any Gender • Income: Middle and Upper class Psychographic • Interest in luxury fashion • Skiing/Snowboarding • Willing to spend over $1000 on a coat • Probably care about the brands they wear • Place value on style and high quality 12 Fig 4.4 Fig 4.5 Fig 4.6 Fig 4.7 Fig 4.8 Fig 4.9 Fig 5.1
Key Competitors
Being a luxury fashion brand that is best known for their outerwear, Moncler’s key competitors are mostly sportswear and outerwear brands, as well as some other luxury fashion brands that produce similar items.
3.5 —
13 Fig 5.2 Fig 5.3 Fig 5.4
3.6 — Place Direct to consumer Wholesale • 224 Retail stores globally, operating in around 66 countries (Reuters, 2021) • 107 stores in Asia • 81 stores in EMEA • 36 stores in Americas • Online shop available globally • As of 06/2021 Moncler sells wholesale to 63 various department stores globally (Monclergroup, 2020) • Products are sold in store and online 14 Fig 5.5 Fig 5.6 Fig 5.7
3.7 —Product Line of Moncler hiking/gorpcore inspired apparel 1 Insulated rain/windbreaker with light down filling 1 Crewneck pullover midlayer fleece with Gore-Tex padding on chest and back 1 Pair of waterproof windproof shell Trousers 1 shell utility hiking Backpack 1 “shell” light jacket All garments and accessories are fully waterproof and allweather-proof as a result of Gore-Tex fabric composition 15 Fig 5.8 Fig 5.9 Fig 6.1 Fig 6.2 Fig 6.3
Proposed
3.8 — Price 3.9 —
Distribution Approach So the collection will be sold primarily in the Moncler online shop and wholesaled to department stores around the world Source: (Moncler United Kingdom, 2021) Based on average prices for each item type taken from the Moncler online store, the product line will be priced accordingly: Insulated Rain Jacket – 1025 GBP “Shell” Light Jacket – 750 GBP Gore-Tex Crewneck Fleece – 595 GBP Weather-proof Hiking Pant – 625 GBP Weather-proof Hiking Backpack – 495 GBP 16 According to primary research in the form of a survey (See Appendix 1), Moncler’s target audience for this collection is more likely to purchase clothing online or after seeing products on social media as opposed to in a physical store Fig 6.4 Fig 6.5 Fig 6.6 Fig 6.7 Fig 6.8 Fig 7.1Fig 6.9
SECTION FOUR
PROPOSED MARKETING COMMUNICATION
PLAN 17
Fig 7.2 Fig 7.3
The majority of advertising would be billboards strategically placed in areas known for high-end shopping and retail
Billboards will be put up on the same day in every city
Will be placed in major cities all over the world, areas with large amounts of pedestrian traffic to maximise their effect. For example:
Oxford Circus, London
Times Square, NYC
Sunset Strip, Los Angeles
Champs-Elysées, Paris
Yonge-Dundas Square, Toronto
Shibuya Crossing, Tokyo
4.1
Advertising
An example of what the billboards would look like
—
•
•
•
•
•
•
•
•
•
18 Fig 7.4
• Digital Marketing will be primarily carried out on the Moncler Instagram account
Instagram stories function will be used to show a look book of the collection ahead of release
Links to sign up for the Moncler email list and be notified when the collection releases will be attached to each story post
• All Instagram story posts related to the collection will be placed in a ‘Story Highlight’ for easy access
After the collection is released, a series of Instagram posts, one for each item in the collection, will be posted to the
Customers will be able to shop the collection directly from these posts using Instagram’s shopping function
4.2 — Digital Marketing
•
•
•
Moncler Instagram page •
19 Fig 7.5 Fig 7.6 Fig 7.7 Fig 7.8 Fig 7.9
Digital Marketing
• Promotional video for the collection posted to the Moncler YouTube channel
• Video would show the gear being worn and used for outdoor activities such as hiking in various extreme weather conditions and outdoor locations
Fig 8.1 Fig 8.2
• Video would use the song Hurricane by Kanye West as it relates to the thinking behind the collection and will create an association between the song and Moncler
4.2 —
20
Email will be sent to all email list subscribers ahead of the release notifying them of the release date and allowing them to view the look book
Another email will be sent out at the time of the release with a link to shop the collection online and information about in-store shopping
be a
4.3 — Direct Marketing •
•
4.4 — Affiliate Marketing • Promotional social media posts from Moncler brand ambassadors such as South Korean singer, Minhyun, showing them wearing items from the collection • Influencers will be asked to use the hashtag ‘#MonclerAllConditions’ to spark conversation on social media • Currently, most of Moncler’s social media marketing is carried out on their own accounts so this will
relatively small-scale campaign 21 Fig 8.3 Fig 8.4
PR Activities
Pop-up experience event: Store simulates harsh weather in which the clothing is meant to be used. For example, one area has rain, another area has strong wind, another area has snow. Key press, VIP clients, and influencers will be invited to come into the store and try on the clothing, testing how it holds up in each of the weather conditions. Guests will be asked to help share and promote the event/products on their social media pages.
• Devices like these will be used to recreate extreme conditions: artificial snow machines, rain shower heads covering the ceiling of a room, large industrial fans for windy conditions
• A large-scale immersive event with a high-profile guest list will be useful to generate press for the collection’s release as well as overall brand awareness
4.5 —
•
22 Fig 8.5 Fig 8.6 Fig 8.7 Fig 8.8
Key Dates:
Financials:
4.6
— Marketing Plan
23 Fig 8.9 Fig 9.1
Conclusion
In conclusion, after the disaster of a year that 2020 was for many luxury fashion houses, going into 2022 Moncler is looking to build up the same momentum they had prior to the beginning of the pandemic. The analyses of both the luxury goods market sector and Moncler’s marketing mix and position will give an idea of the luxury fashion market’s trajectory in the next five years and lay the groundwork for Moncler’s evolution as a brand going forward. The campaign proposed in this report will help Moncler in achieving this goal by allowing them to take advantage of one of the most popular outerwear trends of 2021 before other luxury brands. This collection will allow Moncler to appeal to a larger consumer base, increasing the brand’s popularity amongst younger generations such as Millennials and Generation-Z. Additionally, it will allow Moncler to continue to be one of the more innovative luxury fashion houses in the modern day and an industry pioneer for new trends. And lastly, by continuing to capitalise on the newest trends in outerwear before competitors do, Moncler is gaining momentum towards becoming the most popular luxury outerwear brand.
24 Fig 9.2 Fig 9.3
Reference List
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Visual Reference List
Fig 1.1
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Fig 1.2
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Fig 1.3
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Fig 1.4
Wikipedia Contributors (2019). Moncler. [online] Wikipedia. Available at: https://en.wikipedia.org/wiki/Moncler.
Fig 1.5
Moncler United Kingdom. (n.d.). Moncler Men - Outerwear, Clothing & Accessories | Moncler UK. [online] Available at: https://www.moncler.com/en-gb/men-clothing-and-coats.html [Accessed 31 Jan. 2022].
Fig 2.1
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Fig 2.2
Interview Magazine. (2021). In Five Places at Once with Moncler’s MONDOGENIUS Presentation. [online] Available at: https://www.interviewmagazine.com/fashion/in-five-places-at-once-with-monclers-mondogenius-presentation [Accessed 31 Jan. 2022].
Fig 2.3
Wikipedia Contributors (2019). Moncler. [online] Wikipedia. Available at: https://en.wikipedia.org/wiki/Moncler.
Fig 2.4
Nast, C. (2022). Why everyone - from Joe Jonas to Gucci - is obsessed with TikTok trainspotting sensation Francis Bourgeois. [online] Tatler. Available at:https://www.tatler.com/article/tik-tok-trainspotting-sensation-becomes-the-new-face-of-the-north-face-x-gucci [Accessed 31 Jan. 2022].
Fig 2.5
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Fig 2.6
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Fig 2.7
Zelken, Z. (2021). Charli D’Amelio and Emma Chamberlain Star in Louis Vuitton’s Latest Footwear Campaign. [online] CR Fashion Bo ok. Available at: https://www.crfashionbook.com/fashion/a36892226/charli-damelio-and-emma-chamberlain-star-in-louis-vuittons-latest-footwear-campaign/ [Accessed 31 Jan. 2022].
Fig 3.1
Design Scene. (2020). LOOKBOOK: MONCLER GRENOBLE Fall Winter 2020 Collection. [online] Available at: https://www.designscene.net /2020/11/moncler-grenoblefw20.html [Accessed 31 Jan. 2022].
Fig 3.2
Flaunt Magazine. (n.d.). Moncler Grenoble / Presenting the FW20-21 Collection. [online] Available at: https://flaunt.com/content/moncler-grenoble-fw21 [Accessed 31 Jan. 2022].
Fig 3.3
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Fig 3.4
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Fig 3.5
Moncler United Kingdom. (n.d.). Moncler Online Shop. [online] Available at: https://www.moncler.com/en -gb/men/outerwear/short-down-jackets [Accessed 31 Jan. 2022].
Fig 3.6
Moncler United Kingdom. (n.d.). Moncler Online Shop. [online] Available at: https://www.moncler.com/en -gb/grenoble/highlights/winter-capsule-2022/wool-beanie-withpom-pom-off-white-G20973B00018M1172002.html [Accessed 31 Jan. 2022].
Fig 3.7
Moncler United Kingdom. (n.d.). Moncler Online Shop. [online] Available at: https://www.moncler.com/en -gb/men/accessories/small-accessories [Accessed 31 Jan. 2022].
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Fig 3.8
Moncler United Kingdom. (n.d.). Moncler Online Shop. [online] Available at: https://www.moncler.com/en -gb/men/ready-to-wear/trousers-and-shorts/logo-trousers-nightblue-H10912A0002554ARP778.html [Accessed 31 Jan. 2022].
Fig 3.9
Moncler United Kingdom. (n.d.). Moncler Online Shop. [online] Available at: https://www.moncler.com/en -gb/women/ready-to-wear/sweaters-and-cardigans/wool-jacquardjumper-off-white-G20939F00011M1279002.html [Accessed 31 Jan. 2022].
Fig 4.1
Moncler United Kingdom. (n.d.). Moncler Online Shop. [online] Available at: https://www.moncler.com/en -gb/men/outerwear/short-down-jackets/maya-fur-short-down-jacketblack-G20911A0017168950999.html [Accessed 31 Jan. 2022].
Fig 4.2
END. (n.d.). Moncler Genius - 2 Moncler 1952 - Large Logo Patch Crew Sweat. [online] Available at: https://www.endclothing.com/n l/moncler-genius-2-moncler-1952-largelogo-patch-crew-sweat-8042300-999.html [Accessed 31 Jan. 2022].
Fig 4.3 Own creation
Fig 4.4
MapChart (2019). World - Simple - MapChart. [online] Map Chart. Available at: https://mapchart.net/world.html.
Fig 4.5
Carrera, M. and Carrera, M. (2018). Moncler Taps Millie Bobby Brown for Next Ad Campaign. [online] WWD. Available at: https://ww d.com/fashion-news/fashionscoops/moncler-taps-millie-bobby-brown-for-ad-campaign-1202743678/ [Accessed 31 Jan. 2022].
Fig 4.6
Anon, (2021). Famous People Wearing Moncler - Authenticated Luxury Designer. [online] Available at: https://www.delugestore.co.uk/2021/03/23/famous-people-wearingmoncler/ [Accessed 31 Jan. 2022].
Fig 4.7
Mery, K. (2019). The Truth About Millennials’ Work Ethics | Fond Blog. [online] Fond. Available at: https://www.fond.co/blog/mil lennials-work-ethics-2/.
Fig 4.8
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Fig
Berger, E. (2019). It is so cold in Chicago they’re lighting railroad tracks on fire. [online] Ars Technica. Available at: https://arstechnica.com/science/2019/01/polar-vortexstops-by-the-upper-midwest-brings-record-low-temps/ [Accessed 31 Jan. 2022].
Fig
Moncler United Kingdom. (n.d.). Moncler Online Shop. [online] Available at: https://www.moncler.com/en -gb/women/grenoble-ski/ski-jackets [Accessed 31 Jan. 2022].
Fig 5.2 Own Creation
Fig 5.3
Harper’s Bazaar Singapore. (2021). Everything We Know About The Moncler Genius’ MONDOGENIUS Event. [online] Available at: https://www.harpersbazaar.com.sg/fashion/fashion-fashion/everything-we-know-about-the-moncler-genius-mondogenius-event/ [Accessed 31 Jan. 2022].
Fig 5.4
Wikipedia Contributors (2019). Moncler. [online] Wikipedia. Available at: https://en.wikipedia.org/wiki/Moncler.
Fig 5.5
Moncler United States. (n.d.). Moncler US Online Shop — Down jackets, coats, and clothing. [online] Available at: https://www.moncler.com [Accessed 31 Jan. 2022].
Fig 5.6 light.iQ. (2016). MONCLER Stores. [online] Available at: https://lightiq.com/case-study/moncler-london-old-bond-street/ [Accessed 31 Jan. 2022]. Fig
www.selfridges.com. (n.d.). Manchester Trafford | Stores | Selfridges. [online] Available at: https://www.selfridges.com/GB/en/f eatures/info/stores/manchester-trafford/. Fig
Moncler United States. (n.d.). Moncler Online Shop. [online] Available at: https://www.moncler.com/en -us/men/outerwear/jackets/lioret-jacket-blackG20911A00028539DK999.html [Accessed 31 Jan. 2022].
Fig
Tommy.com. (2022). Tech Essential GORE-TEX Hooded Jacket. [online] Available at: https://uk.tommy.com/tech -essential-gore-tex-hooded-jacket-mw0mw20972bds [Accessed 31 Jan. 2022].
4.9
5.1
5.7
5.8
5.9
30
Fig
Arc’teryx Equipment. (n.d.). Kole Down Pullover Men’s. [online] Available at: https://arcteryx.com/gb/en/shop/mens/kole-down-pullover?CMPID=ps [Accessed 31 Jan. 2022].
Fig 6.2
Anon, (n.d.). Berghaus Women’s Paclite Gore-Tex Overtrousers – Rathbones of Keswick. [online] Available at: https://rathbonesofkeswick.co.uk/product/womens-paclitegore-tex-overtrousers/ [Accessed 31 Jan. 2022].
Fig 6.3
Arc’teryx Equipment. (n.d.). Index 15 Backpack. [online] Available at: https://arcteryx.com/gb/en/shop/index-15backpack?gclid=Cj0KCQiA_8OPBhDtARIsAKQu0gaQr1K7KOYkpU7f_7Ym8OOyag_S_vQrDe9kkMsRMu3Z6UhevUCo7jYaAvDREALw_wcB [Accessed 31 Jan. 2022].
Fig 6.4 Own Creation
Fig 6.5
Grass & Co. (n.d.). selfridges. [online] Available at: https://grassandco.com/pages/Selfridges [Accessed 31 Jan. 2022].
Fig 6.6
Farfetch.com. (2019). Farfetch Canada - Designer Luxury Fashion for Men & Women. [online] Available at: https://www.farfetch.com/. Fig 6.7
Anon, (n.d.). Galeries Lafayette Logo and symbol, meaning, history, PNG. [online] Available at: https://1000logos.net/galeries-lafayette-logo/ [Accessed 31 Jan. 2022].
Fig 6.8 commons.wikimedia.org. (n.d.). File:Saks Fifth Avenue Logo Vertical 2007.svg - Wikipedia. [online] Available at: https://en.wikipedia.org/wiki/File:Saks_Fifth_Avenue_Logo_Vertical_2007.svg [Accessed 31 Jan. 2022].
Fig 6.9
Wikipedia Contributors (2019). Moncler. [online] Wikipedia. Available at: https://en.wikipedia.org/wiki/Moncler.
Fig 7.1
Hosted PCI. (n.d.). ssense-logo. [online] Available at: https://www.hostedpci.com/oldhome/ssense-logo/ [Accessed 31 Jan. 2022].
6.1
31
Fig 7.2
CNN, F.S.S. (2019). Moncler Genius: One luxury skiwear brand’s mission to reinvent the model. [online] CNN. Available at: https: //edition.cnn.com/style/article/monclergenius/index.html.
Fig 7.3
Muret, D. (2019). Kering and Moncler: The Risks and Rewards of a Possible Alliance. [online] uk.fashionnetwork.com. Available at : https://uk.fashionnetwork.com/news/Keringand-moncler-the-risks-and-rewards-of-a-possible-alliance,1165750.html.
Fig 7.4 Own Creation
Fig 7.5 www.instagram.com. (n.d.). Login • Instagram. [online] Available at: https://www.instagram.com/moncler/ [Accessed 31 Jan. 2022].
Fig 7.6 www.instagram.com. (n.d.). Login • Instagram. [online] Available at: https://www.instagram.com/moncler/ [Accessed 31 Jan. 2022].
Fig 7.7 www.instagram.com. (n.d.). Login • Instagram. [online] Available at: https://www.instagram.com/moncler/ [Accessed 31 Jan. 2022].
Fig 7.8 www.instagram.com. (n.d.). Login • Instagram. [online] Available at: https://www.instagram.com/moncler/ [Accessed 31 Jan. 2022].
Fig 7.9 www.instagram.com. (n.d.). Login • Instagram. [online] Available at: https://www.instagram.com/moncler/ [Accessed 31 Jan. 2022].
Fig 8.1 www.youtube.com. (n.d.). Moncler - YouTube. [online] Available at: https://www.youtube.com/c/moncler [Accessed 31 Jan. 2022].
Fig 8.2 www.youtube.com. (n.d.). Moncler - YouTube. [online] Available at: https://www.youtube.com/c/moncler [Accessed 31 Jan. 2022].
Fig 8.3 Own Creation
32
Fig 8.4
www.instagram.com. (n.d.). Login • Instagram. [online] Available at: https://www.instagram.com/optimushwang/ [Accessed 31 Jan. 2022].
Fig 8.5
Retail in Asia. (2017). Mr. Moncler takes over the city. [online] Available at: https://retailinasia.com/in -shops/department_stores/mr-moncler-takes-over-the-city/ [Accessed 31 Jan. 2022].
Fig 8.6
CP Hart. (n.d.). AXOR Starck Organic Square Shower Head. [online] Available at: https://www.cphart.co.uk/hansgrohe-axor-starck-organic-shower-heaven/ [Accessed 31 Jan. 2022].
Fig 8.7 www.science.org. (n.d.). Video: These microbes are key to making artificial snow. [online] Available at: https://www.science.org/content/article/video-these-microbes-are-keymaking-artificial-snow [Accessed 31 Jan. 2022].
Fig 8.8
Stanley, P. (n.d.). SFX Wind Machine Hire for Film, Commercials, Online and Events. [online] Special Effects Equipment Hire. Available at: http://agoggo.com/wind-machinehire2.html [Accessed 31 Jan. 2022].
Fig 8.9
Fig 9.1
Fig
Highsnobiety. (2021). Goldwin Strikes Gold With These GORE-TEX Gorpcore Grails. [online] Available at: https://www.highsnobiety. com/p/goldwin-gore-tex-fw21/ [Accessed 31 Jan. 2022].
Fig
Dodds, R. (2020). Why Moncler’s Maya jacket is the ultimate puff piece. Financial Times. [online] 27 Nov. Available at: https://www.ft.com/content/e1bf9f7c-125d-4819-8339f134d2995673 [Accessed 31 Jan. 2022].
Fig 9.4
Fig
Own creation
Own creation
9.2
9.3
Own Creation
9.5 Own Creation 33
Fig 9.6 Own Creation Fig 9.7 Own Creation Fig 9.8 Own Creation 34
Fig 9.4 Fig 9.5 Fig 9.6
Fig 9.7 Fig 9.8
• Primary research survey sent out online to a cluster sample of individuals ranging in age from 18-23
• Answers from this survey were used to determine the most effective distribution method for the collection, as well as lay out the marketing objectives, and decide on the most effective marketing communication and advertising strategies to employ for the collection
Appendix 1 35
