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Moncler SWOT & PESTLE Analysis

ID : 52891153| Apr 2021| 14 pages

COMPANY PROFILE -Moncler S.p.A

Business Sector :Luxury Fashion

Operating Geography :Italy, Europe, Global

About Moncler S.p.A :

Moncler, an Italian luxury fashion brand is headquartered in Milan, Italy. Moncler brand was created in 1952 in Monestier-de-Clermont by Rene Ramillion and Andre Vincent with a focus on sports clothing on mountains. It started the production of down jackets in 1954 and was chosen as the supplier of jackets for first Italian expedition group to K2 Mountains and in 1955 by French expedition to Makalu. After that, it became an official supplier of the Alpine skiing team at winter Olympics in Grenoble. In the 1980's, the brand became a true fashion phenomenon in young customers. Remo Ruffini became CEO in 2003 and pursued a clear philosophy to create highest quality, timeless, versatile and innovative products. The motto “born in mountains, living in cities” shows how the brand evolved from the sports brand to a brand which serves clients of all gender, culture and identity. Company has expanded its products line to footwear, leather goods, a line of eyewear and sunglasses etc. In 2013, Moncler went public by listing on Italian Stock Exchange at 10.2 euros per share. In 2015, the group got total control of all the markets in which it operates. In 2017, this Italian luxury brand announced partnership with designers Thom Browne and Giambattista Valli. In 2018, Moncler created a new creative project, Moncler Genius, with eight creative minds and devoted a single Moncler project to cultivate creativity and reinterpret the brand. Moncler launched directly managed e-commerce in South Korea. The brand has employed 4,028 people as of Feb 2021.
Moncler’s Unique Proposition lies in being the most innovative luxury brand in the world. Moncler’s mission statement relies on the growth strategy motivated by two principles: “to become a global Brand with no filters with the market and to continuously evolve while remaining true to itself.”

Moncler S.p.A Revenue :


€1627.7 million – FY ending on 31st December, 2019
€1420.1 million – FY ending on 31st December, 2018

Competitive Analysis of Moncler S.p.A

SWOT
PESTLE
The SWOT analysis for Moncler S.p.A is presented below in a matrix followed by the detailed analysis report:
StrengthsWeaknesses
1. Revenue generation across diverse geographies through multiple channels
2. Strong brand identity, serving niche markets
3. Strong financial position with high margins and growth
4. Digital transformation and client focused operations and Sustainability
1. Scarcity of high-quality raw materials
2. Low product diversification with limited products
OpportunitiesThreats
1. Fast growing demand for luxury products in developed and developing countries
2. Omni channel sales through retail, wholesale and digital channels
3. Expansion of product categories and launch of new products
4. Digital integration of social media
1. High correlation of demand with macroeconomic conditions
2. Impact of slowdown in major markets
3. High supplier switching costs and third-party manufacturers
4. Increasing counterfeit products damaging the reputation
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Detailed SWOT Analysis of Moncler S.p.A

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.

The remaining section under "Strength" is available only in the 'Complete Report' on purchase.

Weakness

This section is available only in the 'Complete Report' on purchase.

Opportunity

This section is available only in the 'Complete Report' on purchase.

Threat

This section is available only in the 'Complete Report' on purchase.

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WHY BUY THIS REPORT?
TABLE OF CONTENTS
DELIVERY AND FORMAT
WHY CHOOSE US?
The Moncler S.p.A SWOT and PESTLE Analysis report will offer the following:
  • Moncler S.p.A SWOT and PESTLE analysis report demonstrates an understanding of the complex internal and external factors shaping the brand and its operations.
  • SWOT analysis is a tool to analyze the internal and external factors. Internal analysis evinces a discussion on how Moncler can ameliorate its strengths and overcome its weaknesses, whereas the external analysis helps to identify the opportunities for development and eliminate threats that can hamper growth.
  • The PESTLE analysis gives a bird’s eye view of the whole environment (macro factors) of Moncler from many different angles that one wants to check and keep a track of while contemplating a certain idea/plan.
  • The analysis report helps the users to understand the business models of Moncler with regards to influencers like political, economic, social, technological, legal and environmental factors.
  • Moncler’s comprehensive analysis to conclude information about its company position, marketing strategy, business plans and performance of it’s brands, partners and subsidiaries.
  • A summary of Moncler’s mission, vision and unique strategies to capture the market.
  • Record of strategic initiatives extended by Moncler to stay ahead of its competitors and attain competitive advantage.
  • A brief idea about company’s mergers, acquisitions, profit appraisal, deals, alliances/partnership/ventures.
  • Identifying the core values, key performance indicators, and success factors that contribute to sustainable growth for Moncler.
References used in Moncler S.p.A Analysis Report

1. Moncler FY 2018 Corporate Presentation - https://www.monclergroup.com/wp-content/uploads/2016/08/Moncler-FY-2018-Corporate-Presentation.pdf

2. Moncler Annual Report 2019 - https://www.monclergroup.com/wp-content/uploads/2020/06/Moncler-Annual-Report-2019-2.pdf

3. Moncler stores in the world | Moncler UK - https://www.moncler.com/gb/storeslocator

The detailed complete set of references are available on request in the 'Complete report' on purchase.

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Moncler SWOT & PESTLE Analysis - SWOT & PESTLE.COM

SWOT & PESTLE.com (2021). Moncler SWOT & PESTLE Analysis - SWOT & PESTLE.com. [online] Available at: https://www.swotandpestle.com/moncler/ [Accessed 06 May, 2021].

In-text: (SWOT & PESTLE.com, 2021)

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