Moncler Sustainability: A Business Strategy Report

This report delves into the sustainability challenges faced by the luxury brand Moncler, examining issues such as racial representation and the need for improved consumer relations. The report analyzes Moncler's current practices and recommends strategic improvements, including enhanced communication, a focus on social responsibility, and cruelty-free manufacturing. It highlights the importance of brand loyalty and the impact of public perception. The report also discusses specific instances of controversy and proposes solutions to mitigate such issues in the future. Furthermore, the report provides recommendations for the company to increase brand loyalty and improve their communication strategies. The report concludes by emphasizing the importance of integrating sustainable practices into the brand's core values and operations to ensure long-term success and positive brand perception.

Adopting a
Sustainability in
Moncler

Introduction
• Report is based on Moncler
• The report will talk about the luxury
branding
• There will be discussion of the
challanges that Moncler has faced
and how they can overcome it.
• Business strategic development
recommendation

Company Overview
• Moncler is an Italian Luxury clothing brand
• manufactures the skiwear
• founded on 1952 by André Vincent and René Ramillon
• Remo Ruffinni brought the brand in 2003
• enlisted in the stock exchange by 2013
• annual revenue - €1,420.1 million (2018)

Issues with Moncler
In spite of all endeavours in sustanability, the brand was
alleged of racial representation in their products. This
controversy cast huge impact in the company reputation.
The company later resolved the matter by apologising to
their consumers of the misunderstanding.

Issues with Moncler
• the company launched its new sports
range with a face of a Golliwog doll
• collection was “FriendsWithYou art
collective,”
• golliwog dolls are censored in UK for racial
connotation
• CEO to apologise for their conduct
• Clarified face actually represents a friendly
Penguin, Malfi

Recommendations
• the company need to avoid having any such representations in their
clothing that can evoke controversy (Janssen, Vanhamme & Leblanc,
2017)
• improve communication and consumer relations
• the company need to concentrate more in their sustainability and
social responsibilities (Li & Leonas, 2019)
• Cruelty free manufacturing

Conclusions
• People have a very high notion about Moncler
• promotions will help the company to connect more effectively with
people and increase brand loyalty
• investments in the sustainability researches

Reference List
• Janssen, C., Vanhamme, J., & Leblanc, S. (2017). Should luxury brands
say it out loud? Brand conspicuousness and consumer perceptions of
responsible luxury. Journal of Business Research, 77, 167-174.
• Li, J., & Leonas, K. K. (2019). Trends of sustainable development
among luxury industry. In Sustainable Luxury (pp. 107-126). Springer,
Singapore.