Moncler SWOT and PESTLE Analysis

Strength

1. Revenue generation across diverse geographies through multiple channels: Moncler is present in all major markets through retail, consisting of directly operated stores (DOS), online channel and wholesale channel. The Italian fashion powerhouse has 299 boutiques spread across the world. Italy contributed to 11% of revenue, EMEA 29%, Asia and RoW 44% and Americas contribute 16% in FY19. Italy’s revenue growth is largely driven by (Directly operated stores) DOS and e-Commerce channels. Revenue from EMEA is driven by UK, Germany and France. In Asia and RoW revenue growth is driven by mainland China followed by Korea. Americas has registered a 11% growth with good results in all markets and retail and e-commerce channels. Moncler is working with a goal to enter two new countries and open 10 new stores every year. It is expanding its stores with focus on Moncler airport stores and DOS. During 2019, the company opened 16 DOS in most renowned and luxury streets and malls. Apart from that, 9 wholesale mono-brand stores were opened which includes 6 stores inside international airports. Through diversification Moncler is able to capture the potential markets in Asia. Moncler operates majorly through DOS and wholesale channels. DOS channel contributes 77% of revenues and 23% from wholesale channel. Online revenue has been growing at a double digit growth rate and focused on doubling digital sales.

2. Strong brand identity, serving niche markets: Moncler’s success comes from fine attention to detail, quality and innovation in the products and its prized asset, is its heritage. All Moncler’s collections represent a brand’s uniqueness. Moncler Men and Moncler Women are at the core of the brand, which responds to the different customers and to multiple uses. The “Archive” comprise products inspired by brand’s first collection which became trend now. Heritage, Uniqueness Innovative, Quality and Creativity define the concept of “Luxury” for Moncler. Moncler’s motto was “Born in mountains, living in city” shows evolved line of products from purely sport purposes to a fashion brand to serve customers of different gender, culture and Identity. Moncler is known for its down products. Moncler’s down jacket offers high-tech sportswear, elegant and contemporary items, competing successfully in both quality and uniqueness. Moncler is better in quality and styles than few companies that produce volumes like Colmar and Patagonia and on other front it competes with brands like Burberry and Fay by offering large number of varieties. Thus Moncler is able to capture the market in the niche market.

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Weakness

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Opportunity

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Threat

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Political

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Economic

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Social

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Technological

1. Increased focus customer relationship building and e-commerce: Luxury brands new focus area is to build customer relationship based on data. As luxury brand targets very specific customer groups; they endeavor to build good relationships with each client and offer a superior purchasing experience. Technology enables the companies to interact with its customers without manual assistance most of the times. Big data and analytics helps luxury brands to provide personalized and superior customer service through consumer segmentation, behavior and sentiment analysis, demographic classification and predictive analytics. Increasingly, companies are coming up with new digital strategies to use data to understand the customer’s behavior, likes and dislikes and comprehend trends. AI powered chat bots are creating personalized and targeted marketing. Focus is also shifting towards e commerce and social commerce which will be much more cost efficient.

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Legal

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Environmental

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