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cover of episode Moncler: The Après Playbook - [Business Breakdowns, EP.218]

Moncler: The Après Playbook - [Business Breakdowns, EP.218]

2025/5/30
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Business Breakdowns
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Chris Davies
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Chris Davies: Moncler是一个在奢侈品外套市场运营的突破性品牌。它以其标志性的羽绒服而闻名，这些羽绒服具有鲜艳的颜色和独特的尼龙材质。Moncler的历史可以分为三个阶段：最初是为登山者制作装备，然后走向街头成为一种时尚潮流，最后由Remo Ruffini将其打造成一个成功的时尚品牌。Moncler品牌有三大支柱：Collection（核心产品），Grenoble（技术传承的延伸），Genius（多设计师平台，旨在激发人们对品牌的兴趣和兴奋）。Remo Ruffini是Moncler的灵魂人物，不断创新和寻找重塑品牌的方法。他的理念是永不妥协，永不厌倦，这样才不会让别人感到厌倦。在他的领导下，Moncler的收入增长了十倍。Moncler的商店非常特别，注重细节和展示，给人带来独特的体验。Moncler与其供应商保持着非常牢固的关系，并对供应方面有非常严格的规定，尤其是在质量方面。奢侈品牌需要非常谨慎地管理需求方面的问题，Moncler的商业策略基于稀缺性原则，不会向市场大量倾销库存。奢侈品牌的质量体现在产品本身和客户体验两个方面。Moncler对羽绒的质量有非常高的标准，并有特殊的羽绒完整性系统和可追溯性协议。Moncler的增长机会包括扩大Grenoble商店，继续与Genius合作，以及在美国市场扩张。

Deep Dive

Chapters
This chapter introduces Moncler, a luxury outerwear brand known for its iconic puffer jackets. We explore its history and evolution, highlighting the brand's unique blend of fashion and function, and how it developed its iconic Meyer puffer jacket.
  • Moncler operates in the luxury outerwear market.
  • Its iconic product is the Meyer puffer jacket.
  • The brand combines fashion and function.
  • Moncler has expanded into other product categories such as knitwear, footwear, and accessories.

Shownotes Transcript

Today we are breaking down Moncler, the high-end outerwear brand. Known for their down jackets and  stylized M logo, it’s a mix of style and substance that blends into the brand history and evolution of Moncler. 

I am joined by Chris Davies), investment manager at Baillie Gifford to cover Moncler’s story, particularly in the hands of Remo Ruffini. We get into its push to define luxury outerwear and extend outward into other product categories while keeing that core DNA of fashion and function. This is a particularly interesting episode for anybody interested in the luxury market generally, and Moncler’s push to carve out its own niche. Please enjoy this Breakdown on Moncler. 

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This episode is brought to you by Octus, formerly Reorg, is the essential credit intelligence and data provider for nearly 40,000 professionals across the world’s leading buy side firms, investment banks, law firms and advisory firms. By surrounding unparalleled human expertise with embedded AI technology, data and workflow tools, Octus unlocks powerful truths that fuel decisive action in financial markets. Visit⁠** octus.com**⁠)** to learn how rigorously verified intelligence is delivered at speed to create a complete picture across the entire credit lifecycle. **

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Business Breakdowns is a property of Colossus, LLC. For more episodes of Business Breakdowns, visit⁠ joincolossus.com/episodes⁠).

Editing and post-production work for this episode was provided by The Podcast Consultant (⁠https://thepodcastconsultant.com⁠)).

Show Notes

(00:00:00) Welcome to Business Breakdowns

(00:04:31) Moncler’s Iconic Products

(00:06:47) Historical Evolution of Moncler

(00:11:48) Moncler’s Three Pillars

(00:24:58) The Stone Island Acquisition

(00:32:39) Estimating the Luxury Outerwear Market

(00:33:58) Moncler’s Market Influence and Growth

(00:35:48) Defining Quality in Luxury Brands

(00:36:47) Moncler’s Down Integrity and Customer Experience

(00:41:46) Managing Supply and Demand in Luxury

(00:47:18) Capital Allocation and Growth Opportunities

(00:55:03) Risks and Challenges in the Luxury Market

(00:58:46) Key Lessons from Moncler