Watchable Brand: Moncler Genius

Moncler has positioned itself as a major force in luxury fashion through a well-structured brand architecture that includes Moncler, Moncler Grenoble, and the standout Moncler Genius initiative. Each branch serves a unique role. While the flagship Moncler line specializes in high-end outerwear and Moncler Grenoble focuses on high-performance ski apparel, it's the Moncler Genius initiative that is the essence of a watchable brand.

Launched in 2018, Moncler Genius redefined the fashion calendar with eight co-created collections each year, a format that keeps the brand dynamic and culturally relevant. As Remo Ruffini, Moncler’s CEO, says, the Genius project is “not just about creating products but about building an ongoing conversation with the consumer.” This approach has positioned Moncler as not just a luxury brand, but a cultural player.

Brand Programming and Connected Customer Journeys
The City of Genius makes Moncler truly binge-worthy because it elevates to sentience.

The City of Genius is Moncler’s ambitious experiential concept, a multi-dimensional space created to showcase the brand’s ever-evolving vision through a series of immersive installations. Spearheaded by Ruffini, City of Genius was designed to push the boundaries of traditional fashion, breaking away from the static “see-now, buy-now” model to build an environment that immerses visitors in the world of Moncler. Each collection comes to life in unique settings that evoke the brand's core themes, like resilience and adaptation, while allowing visitors to journey through spaces inspired by fire, ice, and even urban landscapes.

Ruffini’s goal with City of Genius was to cultivate an experience that would keep consumers returning season after season, as they explore new narratives and designer collaborations within the Moncler universe.

In a landscape where brands fight for relevance, City of Genius stands as Moncler’s answer to creating an adaptable, watchable brand—a living universe with endless potential for reinvention.

Emphasis on Storytelling
Collaborating with cultural figures like Edward Enninful and Donald Glover for City of Genius brings unique perspectives to Moncler’s brand narrative. Enninful introduces nomadic heroines facing extreme conditions, creating a sense of resilience and exploration. Glover’s collection draws from his creative incubator, Gilga Farm, emphasizing self-discovery and innovation. Ruffini shares that the Genius project is about “creating a dialogue with the audience through stories that resonate deeply with them.” Through these partnerships, Moncler positions itself more than a fashion brand but a creator of culturally significant stories that turn products into symbols within a larger cultural conversation.

Episodic and Serialized Content
Moncler Genius has redefined the fashion release concept by rolling out eight co-created collections each year. This continuous content stream hooks audiences and makes them crave what’s next. Collaborations with high-profile designers like Jil Sander, Simone Rocha, and Nigo and brands like Mercedez Benz and Punkt create buzzworthy collections that engage consumers. Each launch often includes short films and behind-the-scenes looks that reveal the creative process, adding depth to the brand narrative.

By making Genius modular, Moncler allows every new collaboration—whether with designers like Pierpaolo Piccioli or Hiroshi Fujiwara, or with unexpected brands like Mercedes-Benz—to add new chapters to this ongoing story. Ruffini envisions Moncler as more than a luxury outerwear brand; he aims to create an enduring cultural experience, where the brand’s stories, environments, and collaborations can evolve, deepen, and surprise, year after year.

Always-On Editorial Calendar
Moncler has nailed the always-on marketing strategy by tapping into influencer partnerships to maximize brand awareness and sales. The brand collaborates with a diverse range of influencers, from macro creators like A$AP Rocky and Rick Owens to micro creators like Leah Douh and Jade Thirlwall. These influencers help generate tailored content for specific Genius collections, broadening Moncler's reach and enhancing engagement across various audience segments. With this vibrant social media presence, Moncler ensures consistent visibility, often resulting in spikes in online traffic whenever new collections drop.

Leading Culture, Not Following It
Moncler’s decision to forego traditional fashion schedules reflects its commitment to innovation and leadership in the luxury sector. This forward-thinking approach has positioned Moncler as a voracious culture center. Collaborations with brands like Mercedes-Benz further blur the lines between fashion and other industries, creating a fresh appeal for younger, culturally tuned-in consumers. “In the age of hybrid luxury, Moncler is carving out a unique space that others can only hope to follow,” notes Luxeplace. Moncler’s adaptability and willingness to redefine boundaries have not only attracted a loyal following but also set a benchmark for other luxury brands.

Moncler’s “must-watch” approach to brand-building isn’t just about captivating experiences; it’s fueling extraordinary financial success. Since 2018, the brand’s revenue has consistently surpassed €1.5 billion, proving that Moncler’s binge-worthy, always-on strategy resonates far beyond the realm of luxury outerwear. By cultivating a loyal audience with dynamic, year-round engagement, Moncler has established a powerful lead in the market. In contrast, while Canada Goose– its once-fiercest competitor–holds its place in the industry, it operates at 1/10 the scale of Moncler—underscoring how Moncler’s visionary approach drives nearly ten times the profitability and reshapes the benchmarks for success in luxury.

Watchable Brand Score: 🎠🎠🎠🎠🎠 5/5 Carousels

Rating based on our Watchable Brand Criteria.

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Bibliography

1. Imagency. (n.d.). Moncler Genius. Retrieved from https://imagency.com/moncler-monclergenius

2. ULTIMZ Journal. (2024). Moncler’s Soaring Success: Record Sales Amidst Global Challenges. Retrieved from https://ultimz.com

3. Moncler Group. (2024). Annual Report 2023: Numbers and Results. Retrieved from https://www.monclergroup.com

4. Jing Daily. (2019). Moncler’s “Genius” Project Paid off in 2018. What’s Next? Retrieved from https://jingdaily.com

5. LUXEPLACE. (2024). Moncler Group’s Revenue Up 11% in H1, with Strong Q2 Performance in the Chinese Mainland. Retrieved from https://luxeplace.com

6. Financial Reports. (2023). Moncler Group’s Financial Highlights and Strategic Initiatives. Retrieved from https://www.monclergroup.co