What Can We Learn From Moncler? We know that the fashion industry is very competitive. We also know that business in general is tough because we read the news, talk to buyers, and look at our sales. But, what I always tell my Entrepreneurs is someone is doing business! Someones business is good. Why can’t it be yours?
Womens Wear Daily reported yesterday, “Lifted by double-digit growth in Asia and the Americas and a solid performance in Europe and in Italy, Moncler SpA saw revenues grow 18 percent in the first quarter of the year. In the three months ended March 31, sales rose to 237.3 million euros, or $261 million, compared with 201 million euros, or $225.1 million in the same period.”
Now even though Moncler is know as an outerwear brand they grew their business dramatically in the first quarter when sales in coats are typically low. They have also been growing sales in a commodity that has experienced really poor sales due to the unusual weather patterns world wide. Wow!
Moncler can attribute their success to many things. Their styling is amazing. They have collaborations with world renowned designers such as Sacai, Nicolas Ghesquière and Thom Browne. Their photography has been shot by Bruce Weber and Annie Leibovitz. Their marketing is excellent. Plus, they are in a category called athleisure which is very hot right now. While luxury down coats is the new must have, you can say that Moncler has created the category. Especially since they were one of the first to take down coats to the level of fashionability that they now possess.
What you can learn from Moncler and any successful fashion business is that you can have a wildly successful fashion brand. You just need to bring your “A” game to all aspects of your business and leave nothing to chance.
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