Moncler – Remo Ruffini first turned Moncler around when he bought it in 2003 by creating a luxury goods company from a sportswear maker using the tried and tested marketing tools of luxe fashion: top name designers and regular runways shows. Now he’s changing engine in mid flight, ditching the traditional model of luxury marketing in favor of a multitude of designers each creating a buzz over social media.
Bloomberg Turnaround Ep. 4: Moncler
Stars: David Tweed, Remo Ruffini, Richard Lewis
Genres: News | Documentary | Fashion
It was a triumph of social media marketing a feel good exuberance mob in New York’s iconic Grand Central Station. At the dawn of the Instagram age. Today’s media in general it’s not any more newspaper or magazine TV or radio or today’s media means you have to attract like a community. You really have . You have to talk with them every day. When Mom Clare’s chief executive Reema Ruffini staged his New York spectacular since cyclists into Milan’s velodrome which took over the Lincoln Center he’d already stepped outside the traditional boundaries of the catwalk into the realm of the theater. Welcome to the Winter Palace tapping into the social media zeitgeist that had helped propel an almost bankrupt French ski wear company into the upper echelons of global fashion. Now he’s taking a new risk. This is Bloomberg Turnaround. Join me to see how Remo Ruffini is changing engines in mid-flight at Montclair the luxury puffer jacket maker. In 2018 Ruffini announced he was going to ditch the business model that had supported the turnaround of the failing company he’d bought in 2003 when he propelled it from a mid ranking ski gear maker to a business . Among the most profitable listed luxury companies in the world . But Ruffini has refused to rest on his laurels. In an effort to prepare the company for the next stage of expansion and turbo charge sales he announced a new way of doing business instead of spring summer winter full men’s and women’s. He now has a collection every month with eight different designers . He dubbed it genius. For me it’s an incredible instrument of communication because it could have something to talk about the market every month with famous design as a nice image as a product very innovative product strange products. So it’s incredible breach of confidence. This approach this collection allows them to with great frequency the sharing something new be bringing different influence was targeting different subsegments of their of their consumer base. And that gives them a lot to talk about on social media. It’s probably the most valuable asset that they have on social media. They really are working on what Montclair would be in five years time. So I think that this approach long term approach could be a guarantee that they could still have room to grow . Welcome to your own office. David Westin. What I wanted to ask first is what is the essence of genius. So you are really content content content to people. They need content and you need people on new the year. Then at the end of the day the needs are supposed to go into the stores. But you know our strategy is based to attract people every mountain to stores but not only to sell a jacket but as you know also to participate to our to our let’s call festival. Then again our strategy is based on oil generation means every miles we like . We want to dock with different generation. The strategy seemed to work. The year of the launch sales rose by a fifth the fastest pace in three years. And the share price has staged a recovery after its steady ascent stalled briefly at the end of last year. The way that it works is that by using the base of our history but allowing creativity into Victoria eventually to those collaborators that reaches a much younger audience . Speed of forward ends is very much a cachet on digital and e-commerce and creates a buzz around other products that are available. And among CAC brand like this puffer jacket for dogs a snip at four hundred and twenty five dollars in the fourth quarter of 2018. Montclair was the biggest gainer in ranking of luxury searches compiled by List a global fashion search platform. […]
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