A Visual Consultancy Report on Moncler Brand's Market Analysis

This report provides a visual consultancy for Moncler, an Italian luxury fashion brand, focusing on market analysis, competitive environment, and potential brand acquisitions. The report includes a business summary, SWOT analysis, PESTEL analysis, and marketing mix evaluation. It highlights the increasing importance of social media and digital platforms in the fashion industry and Moncler's strategy to acquire Stone Island to expand its product offerings and target a broader customer base. The analysis covers market trends, competitive pressures from brands like The Box Fashion and Hanes, and micro-trends influencing consumer behavior, emphasizing the need for continuous innovation and quality maintenance. The report concludes that Moncler's strategic practices and brand additions are crucial for maintaining its market position amidst evolving fashion trends.

You have been asked to
research and develop a visual
consultancy report for one of
the brands/companies listed
below. The aim of your report
is to loo

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
BUSINESS SUMMARY.................................................................................................................3
MARKET ANALYSIS....................................................................................................................4
SWOT ANALYSIS.........................................................................................................................4
PESTEL ANALYSIS......................................................................................................................6
MARKETING MIX.........................................................................................................................8
MICRO TRENDS............................................................................................................................9
COMPETITOR ENVIRONEMNET...............................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................11
1

EXECUTIVE SUMMARY
It has been identified on the basis or recent
market analysis that people highly engage
and prefer to buying luxury fashion products.
From the evaluation of fashion trend after
social media involvement fashion industry
competition will highly increased. Its been
evaluated that this brand develop acquisition
with addition of new brand for more
improvement and new stylish clothes or other
products addition with Stone Island.
Scope of this study has been defined new
approach market analyse, competitive
analysis and new product brand addition
within in company.
2

BUSINESS SUMMARY
Mocler is Italian luxury fashion
brand and it serves unique styles,
classy cloths with huge amount of
winter collection as well
accessories, shoes, other different
fashion product with rich price and
highly quality of products. This
company brand mainly known as
skiwear. It provide product for
children, men and women with
trendy quality of cloths. Company
evaluate that from the involvement
of social media people highly
attracts to buy new cloths with
brand (Ahsan and Musteen, 2021).
It decides to acquire new brand
product into existing market which
means add Stone island luxury
cloth retail brand. Target customer
of Mocler within the ages of 29 –
65.
3

Market trend: From the last three years it clearly analyse that fashion trend highly increases so
evaluation and knowledge of this approach makes more sustainability that its essential to add on
new products into existing market with classic addition and people preferences identification.
MARKET ANALYSIS
SWOT ANALYSIS
Strength Weakness
 Powerful and strong market identity.
Rick quality of good which influence people
who prefer to buy quality and analyse name of
brand (Stahl, Stein and Flath, 2021).
 Limited product diversification with
fewer products.
 Scarcity in high quality raw material
for managing goods production
4

 Digital application addition with
website which is very useful approach
for audience attraction.
process.
 From the luxury brand and higher cost
of product impacts on capacity of
buying.
Opportunities Threat
 Addition of new brand Stone Island so
their audience who believes in buying
this brand of goods so they
automatically buying this brand product
as well.
 Fast growing fashion market trend.
 Addition of social media tools for
easier process of selling and marketing.
 Other competitive and luxury brands.
 High variation in supplier product cost.
 Demand identification and analysis is
difficult and damage products
5

PESTEL ANALYSIS
Political It includes government policies which affects on brand or company
performance. Italy government policies stable which not badly affects on
business activities. But after pandemic situation government take strict
action towards with the close on manufacturing plants, cancel fashion
events which impacts on performance of this business (de Bogotá, 2021).
Economic Explore fashion trends highly influence economic stability because
Moncler company decides to expand their business activities via uses of
online booking so it provides their services on different place as well.
Also its analysed that Italy people highly prefer to use branded products
because they do have stable economy so they prefer to buy branded
goods.
Social Variation in people preferences and cultural activities is essential to
analyse preferences of people and from the research its evaluated that
Italy people highly prefer fashionable products so Moncler has duty to
analyse variation in clothing product for variation involvement in
manufacturing terms.
Technological Italy people highly prefer using technology advancement. From the last
few years activities Moncler industry also adds digital transformation in
business activities for marketing and product selling. From the market
research this company properly analyse that almost individual uses
technology platform so its easier to provide information to people and
effective advertising of product for attract audience attraction.
Environmental Italy environmental aspects or condition is stable but from the pandemic
situation company performance and manufacturing of goods affects. This
company mainly develop manufacturing activity so when government
decide to close this activity then its not able to produce product also
people buying capacity getting affected from the Covid-19 situation. So
its important that when this company decide to add new brand fro people
6

attraction which is very effective approach. Company also believes in
develop tress and plan for environment effectiveness.
Legal Inivdiual organization activity affects or legal rules and regulation, so
when Moncler decides to develop acquisition with Stone Island its
essential that they properly follow rules and regulation also one major
aspects is they do have to concern on manufacturing process that they
follow all the rules which not provide harm to environment as well.
7

MARKETING MIX
Moncler company has duty to engage marketing
strategy for new brand addition into existing
market. Therefore, knowledge of this term its
clearly decides to involve marketing mix strategy
for addition of new goods or services and
information distribution of new product with
effective manner are as follow,
Product: It decides to add winter clothing product
mainly and also provide accessories, t-shirts and
many more (Nantais, 2021). Moncler company
management analyse that variation and high
competition in clothing brands require
involvement of new product because people prefer
something new in clothing aspects.
Price: From the market trend and people buying
behaviour identification Monclur involve different
price on the basis of different buying power.
Place: Moncler taken strategy that they provide
their goods and distribute brand services via uses
of digital platform which mainly prefer and uses
of almost overall worlds areas so it distribute
services via uses of Amazon online retail industry.
And this company mainly believes in attract Italy
audience with store application as well.
Promotion: Company uses different digital
platforms for marketing and advertisement of
products. Social media and online advertising
tools highly useful for this brand because it aware
and from the higher competition in fashion trend
people uses and prefer high quality goods which is
beneficial approach.
8

MICRO TRENDS
Fashion trend almost change within 3 to 5 years so this company develop continues
variation on the basis of requirement also develop consistency in manufacturing goods for
reduce waste (Mishra and et.al., 2021). Moncler business provide their goods via uses of
stores and showrooms which attracts audience attraction because they clearly evaluate and
check quality of brand with easier manner because many people concern and prefer to buy
goods with quality checking process. Also it evaluated that 70% audience who prefer to buy
branded goods they mainly focuses and believes on store purchasing but in case store is not
available then they use online buying approach. From the pandemic situation most of the
people concern to buying goods from online application.
COMPETITOR ENVIRONEMNET
Other branded company’s which also provide branded, high quality winter or other clothing
or accessories goods. From the digital application and mostly companies prefer online
selling of product and international market via uses of online platform its easier to servers
services into other country or area. Therefore online platform is effective approach it raise
completion with higher manner. Moncler performance mainly affects from The box fashion
brand which also participates in selling different range and higher quality of cloths and one
more brand includes Hanes brands and many more which also develop similar approaches
and techniques for marketing or selling. Also continues variation in clothing fashion brands
is one of the higher challenging aspects of clothing manufacturing industry because they do
have duty to involve new approach.
9

10

CONCLUSION
It has been summarized from the study of Moncler brand that it develops continues effective
practices for managing goods and services with effective manner. Also from the variation in
fashion trend they do add acquisition and involve new product Stone Island for target audience
attraction and new addition involvement. This study scope has been properly evaluated that this
researcher study on Moncler makes proper clarity that higher quality brand products and services
affects from various aspects.
REFERENCES
Ahsan, M. and Musteen, M., 2021. International opportunity development on crowdfunding
platforms: A spatial, temporal, and structural framework. International Business
Review, 30(6), p.101912.
Stahl, C., Stein, N. and Flath, C. M., 2021. Analytics Applications in Fashion Supply Chain
Management—A Review of Literature and Practice. IEEE Transactions on Engineering
Management.
de Bogotá, C. D. C., 2021. The State of Fashion 2021.
Nantais, L. R., 2021. See and Be Seen: Wealth & Elitism in the Social Scene of the University of
Pennsylvania.
Mishra, S., and et.al., 2021. Consumer retention through phygital experience in omnichannel
retailing: role of consumer empowerment and satisfaction. Journal of Strategic Marketing.
pp.1-18.
11