Marie Claire (Malaysia) : 2020-05-01

Fashion : 40 : 38

Fashion

Brave Frontier—Moncler Genius While limited edition collection­s have consistent­ly revealed its gripping temporary prowess, few have tapped onto this strategy as a permanent extension of their business model. Enter Moncler Genius—Moncler’s novel and evolutiona­ry approach to the convention­al oneoff collaborat­ions that we have grown accustomed to. Casting aside the need for one creative director to helm the house, Moncler’s Genius project involves a dynamic cast of eight designers who dissect and mould the codes of the House into their own—their designs of which, are released on a monthly basis. It is a unique and experiment­al strategy that pushes the boundaries and celebrates innovation like no other. This intriguing blend of stellar designer collaborat­ions and monthly drops not only aims to keeps existing fans of the brand engaged but also aims to pique the interest of new potential clients brought about by the designer’s loyal fanbase. The results of this ambitious brand overhaul have proven fruitful with an increase in sales as well as digital value (Sherman L and Crump H, 2019 BOF). In the first nine months of 2019, revenue rose up to 14 percent from a year earlier. In addition, Moncler’s ingenious strategy feeds into the much-needed newness and relevance demanded by a booming digital-savvy younger generation. Their strategy has drawn interest from a younger demographi­c consisting of gen Z and millennial­s (O’Connor T, 2020 BOF). To date, Moncler Genius’ stellar roster of designers include fashion heavyweigh­ts Pierpaolo Piccioli of Valentino (who has now left after two collection­s), Craig Green, Simone Rocha and Richard Quinn to name a few. Designer JW Anderson is the latest to join the creative hub, and the Moncler Genius family is expanding its territory with the addition of two lifestyle brands, RIMOWA and Mate.Bike into their Genius family. 38 MARIECLAIR­E.COM.MY May2020

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