MONCLER‘S FUTURE POTENTIAL

For different geographical Moncler seems to have different aims and objectuves that will helpm further it’s further growth and potential. For example, it’s aims in Euope are different to their aims in Asia. In Europe, Moncler aims to reinforce their position in the market and target main cities cementing on the slogan “born in the mountains, living in the city” whilst in Asia Moncler’s main aim seems to be to increase brand awareness as many of people are not aware of Moncler due to the hot climate in Asia.

At the moment, Moncler’s Genius line seems to be doing the best as the monthly drops featuring different designers bring ‘hype’ towards the brand. Successful advertising of this line and strategic collaborations with designers could help the brand to grow even further and attract new customers. Moncler’s target market are consumers between the ages of 29-65. However, with the use of different collaborations that target customers outside of this age range, Moncler could bring in new customers.

In my opinion Moncler could continue to be successful if they change a few things specifically their customer service in their physical shops. When I went to conduct primary research at the old Bond Street store, I felt the staff being prejudice towards me, with no one asking me if I wanted any help and having a member of staff closely follow my every move. Furthermore, I heard the security guard whisper to a colleague ‘When is she going to leave?’. This type of customer service reflects very badly on the brand a whole and deteriorates their brand image.

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