- The Origin
- Moncler & Lionel Terray
- The down jacket
- Remo Ruffini
- Collaboration & Advertising
- Current Situation
Moncler is a French company of sportswear. The brand was founded in 1952 in Monestier de Clermont, in the French region of Isère. It was a small factory, producing equipment for mountain activities. It is depositary of dozens of patents.
The first down jackets, symbol of the brand, were born in 1954. They were intended to be worn over the workers suits. The brand name comes form the abbreviation of the location, Monestier de Clermont.
The first to notice the down jackets and understand their potential is Lionel Terray. This world famous alpinist becomes a key figure in the history of the company. It is indeed under his pressure and advice, that the company develops ‘Moncler pour Lionel Terray’. It is the first specialized line for mountaineering at high altitude. The brand is also linked to some great expeditions like the first Italian ascent to the K2 of 1954. Even more, the French one to the conquest of Makalu in 1955. And also the one to conquer Alaska in 1964.
In 1968 the brand becomes the official supplier of the French national team of alpine skiing during the Winter Olympic Games held in Grenoble. Innovation and research lead to the creation of lighter, more aerodynamic and performing garments. They are also suitable for sports competitions. These jackets that are the precursors of contemporary down jackets.
In the’ 80s and ’90s Moncler down jacket makes its entrance into the city. It turn into a cult object, with its stitching and its “painted” effect. During this period also comes the symbol of the brand, the famous cock. In the eighties, the Moncler down jackets become the symbol of Paninari, the only youth culture ever produced in Italy. A symbol of fashion at the time.
In those same years, Moncler starts collaborating with the stylist Chantal Thomass. She replaces the zippers with buttons, adds fur collars and borders. She also adds embroidery and precious materials, such as silk and sable. Since then, the brand has focused on design and excellent collaborations, even coming to experience incursions into the world of couture.
For Moncler’s 50th anniversary, in 2002, the book “Now and … Moncler” was published. 1952-2002. Edited by Baldini Castoldi Dalai. It shows photos, drawings and graphics depicting the history of the brand, from 1954 and the first duvet.
In 2003 Remo Ruffini, Chairman and CEO, took over the company. Ruffini designed the strategy of the global down jacket. He gave shape to a range of unexpected aesthetic, functional, technological and high quality achievements. Always in a harmonious balance between mountain and city. The Moncler jacket becomes iconic, going beyond trends, widening the boundaries of the brand up to include all the seasons of the year.
Since 2004, the brand has began a strategy of identity consolidation. It started several collaborations with iconic fashion brands, including Junya Watanabe and Comme des Garçons.
Moncler’s advertising campaigns also pursue uniqueness as a distinctive sign. During the relaunch phase with the arrival of Remo Ruffini, the adv campaigns centered on the product and the origins to transfer its heritage. Subsequently, the campaigns focused on the brand. They were photographed by famous photographers such as Bruce Weber and Annie Leibovitz. They were able to embody the brand DNA and highlight the values of the encounter between photographic art and a nature that transforms in culture.
Since December 2013, Moncler has been listed on the Milan Stock Market. The company produces directly and distributes Moncler clothing and accessories through direct boutiques. And also through the most exclusive Department Stores and international multi-brand stores.
The presence in the most important multi-brand and luxury department stores and the selective location are clear expressions of the values of the Brand. Together with a distinctive store concept that is always consistent with the brand’s DNA. Moncler has always placed in the customer the cornerstone of every strategic decision. This was further strengthened in 2016 with the launch of an important project of Retail Excellence.
At the end of 2017, the Group has a turnover of Euro 1,193.7 million. It marks a double-digit growth of all the main economic indicators. Another important milestone in the success of Moncler.
On the 20th of February 2018, Moncler presents a new creative chapter: a vision of the future. It exceeds the temporality of the season and establishes a daily dialogue with the consumer. Moncler Genius. Eight exceptional minds, working together (but individually), have interpreted the Brand. Everyone focuses on a single project that, interacting with others, defines the various aspects of Moncler’s identity.