Moncler Luxury Swimwear Line

LUXURY SWIMWEAR
LINE EXTENSION
A PROJECT BY:
Camila Abuawad
Magdalena Atencio
Ana Cristina Marino
Aishwarya Jonnalagadda
FASH 763 SPRING 2019
Prof. Alessandro Cannata

INDEX
17
THE IMC PROCESS
12
1
11
EXECUTIVE SUMMARY
3
MONCLER PROFILE
10
5 HISTORY
7
9
TIMELINE
VISION
CURRENT STATUS
THE NEW INITIATIVE
PRIMARY & SECONDARY
13
RESEARCH
SWOT ANALYSIS
15 COMPETITOR
ANALYSIS
18 OPPORTUNITIES & CHALLENGES
19
21
23
25
26
27
29
31
33
35
37
39
41
42
43
44
45
KEY CONSUMER INSIGHTS
CUSTOMER PROFILES
RESEARCH GOALS
RESEARCH QUESTIONS
ANALYSIS OF RESULTS
KEY SUCCESS FACTORS IDENTIFICATION & ANALYSIS
POSITION STRATEGY FOR THE NEW INITIATIVE
DAGMAR MODEL
COMMUNICATION OBJECTIVES
COMMUNICATION MIX
TIME OF LAUNCH
BUDGET ALLOCATION
BIG IDEA
STORYLINE
STORYLINE
47 FINAL ADS
51 MOCKUPS
57 REFERENCES
EXPLORATIVE CONCEPT TESTING
PRELIMINARY SUBJECTIVE EVALUATION OF EXECUTION

01
EXECUTIVE SUMMARY
The culmination of Moncler’s terroir and unparalleled technical know-how
has for a while now, had the potential to let the brand embark on new adventurous
journey. Moncler’s creations are those that join form and functionality
– making them sought after pieces that one desires to own.
Being centred at providing the finest outerwear - it promises design, performance,
versatility and innovation. With this project, we envision the brand
switching its gears and moving towards crafting a sports swimwear line for
women.
Our efforts will go into detailing the new initiative, seeking opportunities,
landscaping our target audience in order to develop a communication mix
that would be most impactful. With strong primary and secondary research
analysis, we lay down our integrated marketing communication plan that
most effectively celebrates our campaign, “Ride your dreams.”

03
MONCLER PROFILE
COMPANY
Moncler SpA is an Italian based fashion company. It designs, produces and
distributes clothing and accessories through the Moncler brand. It manufactures
collections for women, men and children. Although the company’s
main focus is outerwear, it also produces sportswear, knitwear, skiwear, shoes,
sweaters, trousers, bags, shirts, tops, gloves, hats and sunglasses among
others. Moncler SpA utilizes directly operated stores, e-commerce as well as
wholesale distribution channels. most effectively celebrates our campaign,
“Ride your dreams.”

05
MONCLER PROFILE
HISTORY
Moncler was founded in 1952 in Monestier-de-Clermont, a mountain village
near Grenoble, France by René Ramillon and Andrè Vincent. The name Moncler
is an abbreviation of the name of the village in which it was founded.
The company began by making quilted sleeping and tents with a telescopic
structure. These adventure-related products were very successful as the social
phenomenon of mountain holidays began at the time.
Moncler was bought by Italian entrepreneur Remo Ruffini in 2003 and to this
day he is still the Chairman and Managing Director. The company continues
to work on fit, aesthetic research, experimentalism and materials in order to
continue ensuring the universal distinguishing of its iconic down jacket.
The company has continued to innovate and grow ever since. In 2006 Moncler
introduced Haute Couture Moncler Gamme Rouge which is as line of ultimate
female elegance and sophistication originally designed by Alessandra
Facchinetti and then Giambattista Valli. In 2009 Moncler Gamme Bleu was
introduced as a mens collection with a combination of sartorial sensitivity by
Thom Browne and the brand’s sporting DNA. In 2010 it also launched mens
and womens Moncler Grenoble as a tribute to its brand heritage where it
reinterpreted styles of the past to develop ski and apres-ski garments with a
more urban approach.
The company conceived their first down jackets to protect workers who wore
them over their overalls in the mountain factory in order to protect them
against the cold in 1954. At this time, the famous French mountaineer Lionel
Terray noticed the jackets and anticipated their success. As a result, Moncler
developed its first line of down jackets, gloves and sleeping bags that
offered the highest resistance to harsh winter climates under the name of
‘Moncler pour Lionel Terray.’ This same year, the jackets were further tested
and perfected and ultimately chosen to equip the Italian expedition to K2.
Throughout the 1950’s and 1960’s the company continued to equip a series
of teams to their arduous mountain expeditions world-wide. Most importantly,
Moncler became the official supplier to the French downhill ski team
in the 1968 Grenoble Winter Olympics.
In 1980 Moncler became a city icon when the company hired Chantal Thomass,
a renowned Parisian designer to rework the look of the classic down
jacket. This was the period where the brand became known for the dazzling
colors and lacquered effect of its jackets. The designer also implemented
buttons instead of zippers and fur trims, satin and reversible fabrics.
In 2013, a year after celebrating the brand’s 60th anniversary, the company
went public on the Telematic Shares Market (MTA). It was organized and
managed by the Italian Stock Exchange of Milan. Since then, Moncler has
seen unparalleled growth.

07
MONCLER PROFILE
1952 1954 1964 1968
TIMELINE
1998 2003 2006 2009
Founded by
Rene Ramillon &
Andre Vincent
dedicated to
sporting wear for
mountaineering.
Moncler’s iconic quilted
down jacket was
launched.
The brand was
chosen to equip the
Italian expedition
Karakorum.
Renowned French
explorer, Lionel
Terray played a key
role in Moncler’s high
performance designs.
Moncler becomes
official supplier of the
French skiing team
for the winter olympics
in Grenoble,
France.
Moncler changes
logo and designer
, Chantal Thomass
overhaulted the appearance
of quilted
jacket with buttons,
fur trimming and
reversible fabrics.
Remo Ruffini bought
the brand and relaunched
it seeing
constant growth year
by year.
First Moncler boutique
opens in Paris,
France followed by
stores in Italy, America
and Switzerland.
First ready to wear
collection “Moncler
Gamme Rouge”
launched during PFW
designed by Alessandra
Facchineti and
Giambattista Valli.
Moncler “Gamme
Blue” the Men’s
collection combining
sartorial sensitivity of
American designer
Thom Browne with
the brand’s sporting
DNA.
2010 2013 2014
2015 2016 2017 2018
The men’s and
women’s Moncler
Grenoble collection
made its debut in
New York.
Moncler goes public.
Moncler was floated
on the Telematic
Shares Market
(MTA),.
Moncler supplied the
technical equipment
to the team of the
“K2 – 60 Years Later”
expedition.
Moncler personalizes
the new Leica X
‘‘Edition Moncler”
presented in an
exhibition at Sotheby’s
in London during
Frieze Art.
Moncler produces
its first Sustainability
Report and Sustainability
Plan.
The Group’s turnover
exceeds one billion
euros.
Moncler announces
the end of the collaboration
with Thom
Browne for Gamme
Bleu and with Giambattista
Valli for
Gamme Rouge.
Starting from Fall/
Winter 2018, Moncler
has a new creative
chapter: Moncler
Genius.

09
MONCLER PROFILE
VISION
Moncler’s vision is to pursue sustainable and responsible growth within the
global luxury goods segment, while remaining faithful to its unique heritage.
The company aims to grow stronger as it continues to explore both known
and new avenues, seeking constant dialogue with an ever-broader client
base. Its vision is applied through six pillars which encompass the brand’s
philosophy and values. These include, identity and unique positioning, a
global brand with no filters within the market, selective product range expansion,
direct relationship with clients to always surprise them, digital channel
development and sustainable growth to create value for all stakeholder.
CURRENT STATUS
Moncler achieved record sales last year of 1.2 billion euros which is a 27%
increase in sales. Moncler is growing at a faster rate than the luxury goods
sector despite the company’s smaller size when compared to others in the
market, specifically it is estimated to continue to grow in sales by 17%. The
company currently has 193 stores worldwide, although it plans to continue
growing by expanding to two new countries per year. Specifically, Spain and
Portugal this year and Thailand and South Africa by 2020.
Recently, the company has implemented a new business strategy. Last year,
it launched Moncler Genius, an initiative of the brand to launch different
products and ideas with the goal of attracting different generations and
bringing new energy to the brand. Moncler Genius also announced the end
of Gamme Bleu and Gamme Rouge and the collaboration it had with designers
for those lines. In this new creative chapter, the brand has launched
two new concept stores in New York and Tokyo which will feature limited edition
exclusive pieces by a variety of famous designers like Pierpaolo Piccioli,
Simone Rocha, Craig Green, Noir Kei Ninomiya, Hiroshi Fujiwara. This new
approach to fashion collaborations is very new in that by asking multiple creative
directors to work for the same brand, multiple collection are released
on a rolling basis and each director comes with their own set of unique followers
as well. The stores are interactive spaces which showcase a variety of
products such as vintage duvet patchwork blankets inspired by the Moncler
1952 collection, a selection of Simone Rocha’s boots and bijoux, Moncler
Grenoble helmets, men’s shoes developed by Green, a special Genius book
by Fujiwara and a snowboard crafted by Burton, among others.

11
THE NEW INITIATIVE
As part of the company’s new business strategy implemented through Moncler
Genius, with the goal of attracting different generations and bringing
new energy to the company, the brand will now launch a swimwear collection
for women. Moncler currently produces swimwear for both men and children
and will introduce swimwear to women as part of their new initiative.
12
Moncler’s dedication and technical know-how from the mountains will be
applied to be shown off on the rapid waters anywhere in the world. The line
will be destined to stand out with a combination of colors, tricolor graphic
details and strong personality. Overall, it will boldly reinterpret Moncler’s
iconic sportswear with a selection of soft fabrics that support any movement.
It is the perfect extension for the brand in this new era of adventure for the
company.
CUSTOMER SEGMENTATION
As part of Moncler’s initiative to attract different generations and seek constant
dialogue with an ever-broader client base, the new swimwear line will
target a younger female customer. Known for sportswear and outerwear, the
brand will now continue to evolve and target the fierce, fashion conscious,
modern woman who wants to feel sexy and sophisticated in a design which
encompasses ultimate form and style.
PRIMARY
& SECONDARY
RESEARCH

13
SWOT ANALYSIS
STRENGTHS
It has a niche brand positioning with far less competition
than in luxury apparel or handbags.
OPORTUNITIES
Moncler Genius has the potential to recruit new customers.
Global expansion.
Omnichannel strategy implementation.
Expand product category in the apparel sector.
Moncler is growing at a faster rate than the luxury goods
sector despite the company’s smaller size when compared
to others in the market.
Moncler has been operating debt-free since 2016
THREATS
WEAKNESSES
Niche brand category.
Counterfeit market.
Strong competition.
Other brands entering the market.
Brand is not associated with potential brand category.

15
COMPETITOR ANALYSIS
Prada is an Italian luxury fashion house that specializes
predominately in leather handbags and accessories.
The brand is also well known for its innovative design
and style. The brand has a swimwear line which always
sets the tone for the new styles of the season. Prada’s
swimwear line attracts the fashionable woman which is
always up to date with the newest trends.
Chanel is a French luxury high fashion house brand that specializes
in clothing and accessories. The brand launched their
first swimwear line in 2018 as part of their ready-to-wear collection
complete with both one and two piece suits. They are
known for the exceptional design and quality and timeless elegance.
Their swimwear line attracts the contemporary women
with a more conservative approach to dressing.
Abysse Official is a small American fashion brand that
specializes uniquely in women’s swimwear. The mission
of the company is to provide functional, ethical and timeless
fashion. Specifically, Abysse aims to push boundaries
in defining fashion’s role directly related to the sports
industry. Their repertoire of products includes one and
two piece suits as well as neoprene wetsuits.
Louis Vuitton is a French fashion house and luxury retail company.
The company is the number one luxury brand in the
market and it is primarily known for its leather good products
and exceptional craftsmanship. Louis Vuitton includes womens
swimwear as part of their vast array of products. The line
features the brand’s typical logo in a variety of colors and patterns.
Cynthia Rowley is a small American lifestyle brand that
is primarily known for its ready-to-wear collection. The
brand’s product line includes pretty-meets-sporty readyto-wear,
surf and swim, fitness, accessories and home
decor. Specifically, their wetsuits are fashionable and
functional in colorful and geometric designs.
Emilio Pucci is an Italian based luxury fashion house that was
founded in the mid 1900’s. The brand is well known for its
use of geometric print fabrics in a kaleidoscope of colors. The
brand is well known for its swimwear line which has long been
seen in many luxury travel destinations and resorts. Pucci’s
swimwear patterns change according to season and attract a
wide variety of women.

17
THE IMC PROCESS
Description of issue
Moncler’s already existing swimwear line for both men and children creates
a disfluency by not offering the same to women. With the quality, dedication
and design capabilities that Moncler brings to its customers, it will need to
fill the gap for a need of ideal women’s swimwear during winter getaways.
Winter vacations are in demand more than ever, this is because of an increasing
number of travelers that have a global mindset and are willing to
go anywhere–no matter how far or what the time of year. Many destinations
used to have an off-season and peak season, but the concept of seasonality
is disappearing and so is the idea that “anyplace is too far.”
The most luxurious winter experience hotels in the world also have a collection
of spa and rejuvenation services and spaces for their guests to enjoy.
While one might need a fitted Moncler down jacket in the day to ski, they will
also need a more suitable swimsuit or bodysuit for the pool.
OPORTUNITIES
A successful line extension into a untapped potential of womens swimwear.
To expand from spring/summer collections to resort collections in the future.
Moncler Genius has the potential to attract a new segment of the market.
The brand’s vision to be a global brand with no filters in the market allows for
future expansion.
CHALLENGES
The brand’s image is heavily focused on celebrating winter apparel and accessories
and does not paint a true picture to doning swimwear.
Moncler should see dressing women for all types of climates essential. The
swimwear line extension would be a celebrated effort in doing so, it allows
the woman to be empowered in a truly special swimsuit whether she is in
the mountains or at the beach. The brand’s identity has found its recognition
and appreciation with its target audience. The color palette, tricolor graphic
details and strong personality have an untapped potential in the swimwear
line.

19
THE IMC PROCESS
KEY CONSUMER INSIGHTS
MARKET SPACE
The market space is women between the ages of 25-40, that desire luxury
travel experiences beyond regular expectations. They guide their wardrobe
choices by the popular pieces worn by the women she sets as role models.
Their professional journeys limit them to be fully committed to the waves,
making them aspire to be someone else. They are highly active and venture
out into unknown territories to be inspired and empowered.
MENTAL SPACE
The mental space for Moncler’s swimwear line is a woman between the ages
of 25-30 that indulge in luxury escapes. She covets products that have the
ability to provide form, function, innovation and most importantly catch attention.
Her impeccable tastes, unparalleled knowledge and financial fluency
guides her wardrobe choices to be nothing but aspirational.
She wants to wander off into an adventure every chance she gets–be it skiing,
hiking, surfing, snowboarding or scuba diving.Her desire for luxury travel
experiences is beyond regular expectations.
ALANA BLANCHARD
Alana Blanchard is a 29 year old pro surfer and model that has won a variety of
championships, making her extremely desirable. Her style is very important
to her on and off the waves; as she balances the function and the aesthetic
in her wardrobe. She sets the dream for any girl that wants to surf, aiming
to perfect their moves like her. She is focused, driven and highly committed.
She is an avid traveller that likes getting away to exciting destinations to surf
her next wave. She is an adrenaline chaser – making Moncler her staple.

21
THE IMC PROCESS
CUSTOMER PROFILES
Rachel, 35
Media Director, Saatchi & Saatchi
Becca, 27
Social Media Manager, Google
Income: $300,000 yearly.
Marital Status: Single.
She always takes initiative and charge of
any situation
She is looked up to for her wardrobe style
and lifestyle choices
She is extremely aware of new digital
trends, highly active on social media and
also subscribes to both fashion and surfing
magazines
She is independent, pro-feminism
Always plugged in and has the coolest
gadgets
She lives by a “one new thing a day” rule.
Income: $135,000 yearly.
Marital Status: Married.
Kids: 2.
She is a risk taker, adventure seeker
She looks for new trends be is for fashion,
interiors or restaurants
She is extremely creative and loves to take
on the outdoors
Her motto has and will always be “Carpe
Diem”

23
THE IMC PROCESS
RESEARCH GOALS
With our research, we want to know if our big idea is of interest to our target
market. We want to concept-test our campaign to make sure it rightly
appeals to both the demographics and psychographics of the audiences we
are targeting. This will help us gauge how our target market receives and
behaves with the content that we are curating for them along with channels
that are most appropriate. The proposed brand extension should be a viable
and profitable option for Moncler Group, making sure it is a cost effective
strategy.
RESEARCH DESIGN CHART
SOURCES OF INSIGHTS
SECONDARY
PRIMARY
EXISTING KNOWLEDGE BASE
INTERVIEW BASED
QUALITATIVE
COMBINATORY DATA MINING
SMALL - SCALE
(INTERVIEWS)

25
THE IMC PROCESS
Visiting the Moncler Group investor website, One Source and Business
Source Premier helped us gain in-depth knowledge of the brand’s ideologies,
values, supply chain practices, business model strategies so that the
efforts we are taking are in complete unison with the brand. Our primary
research included one-on-one interviews with women that were acquainted
with Moncler or had been practising active adventure sports.
RESEARCH QUESTIONS
1) What age category do you fall in?
2) Where do you reside?
3) Are you into adventure sports like skiing, hiking or scuba diving? If so,
4) which ones? (CQ)
5) What do you wear when you go to ski?
6) How often to do you buy new gear?
7) What are your top brand choices? Why?
8) What is your usual price range?
9) Have you ever heard of Moncler? (CQ)
10) Do you own pieces of the brand?
11) Would you like to own someday?
12) Do you purchase online or in stores?
13) What do you think of Moncler’s move of adding a spring/summer line?
14) Would you purchase items from the line?
15) How do you feel about Moncler introducing a women’s sports swimwear
line?
16) On which platforms do you see most ads?
ANALYSIS OF RESULTS
From our interviews, we understood that population of research (between
the ages of 25-30) was in fact the audience that we were hoping to target.
They were not only eager to see the brand’s move into swimwear, but also
expressed positive purchase intentions. Their knowledge of the brand and
enthusiasm in accepting a possible swimwear line allowed us to further extend
conversations towards concept testing the big idea. Discussing their
media consumption helped us identify and prioritize channels that we should
be focusing in for campaign execution.

27
THE IMC PROCESS
KEY SUCCESS FACTORS
IDENTIFICATION &
ANALYSIS
HERITAGE
Moncler’s rich brand heritage stems from its vast fabric knowledge which it
has successfully applied to its collection since its inception. The brand will
successfully apply their expertise into the swimwear collection that guarantees
utmost comfort, performance and an overall elevation of self.
FUNCTION
The functionality of the swimwear line will be applied through the unique
technology of the fabric in order to ensure that women will be supported
in all of their adventures. This allows them to perform their best in the most
extreme of settings.
AESTHETIC
The aesthetic of the swimwear line is as important as its function because
as a fashion house, the line will make sure to empower women through its
unique design bringing out their distinct and fierce personalities.
INNOVATION
Moncler is constantly looking at new directions to explore and markets to
tap. The swimwear line extension is an organic growth move that will guarantee
the company continues to adapt to new trends in the fast paced market
as well as set a benchmark for the new product category.

29
THE IMC PROCESS
POSITIONING STRATEGY FOR
THE NEW INITIATIVE

31
THE IMC PROCESS
DAGMAR MODEL
AWARE
UNAWARE
COMPREHENSION
& IMAGE
ATTITUDE
ACTION

33
THE IMC PROCESS
COMMUNICATION OBJECTIVES
BRAND ORIENTED
SOCIALLY ORIENTED
PRE-PURCHASE ORIENTED
POST-PURCHASE ORIENTED
OBJECTIVE
OBJECTIVE
OBJECTIVE
OBJECTIVE
Brand awareness
Collaborate
Create enquiries
Trial and repeat
Brand differentiation
Connect
Form purchase intentions
Amount and frequency
Brand relevance
Purchase facilitation
TACTICS
TACTICS
TACTICS
TACTICS
Video campaign and print ads
Multi-Channel Marketing
Email marketing
Create ads for every new
Strategy
Social Media, OOH, Print
Media
PR initiatives
Launch swimwear line at SS21
fashion show
swimwear collection twice a
year

35
THE IMC PROCESS
SECONDARY MEDIUM
Traditional media will be the main focus of our secondary medium. The scale
and placement of out-of-home and print advertisements will help bring the
campaign to life.
COMMUNICATION MIX
PRIMARY MEDIUM
The primary medium will include digital media focusing on social media platforms
such as Instagram, Facebook, Youtube and Twitter. Content will also
be developed for microsites specific to the campaign’s launch. The objective
of the microsite is to captivate visitors through interaction and creativity,
making them spend more time on the collection.
SYNERGY
Traditional media will be the main focus of our secondary medium. The scale
and placement of out-of-home and print advertisements will help bring the
campaign to life.

37
THE IMC PROCESS
TIME OF LAUNCH
2020 2021
SEPT OCT NOV DEC JAN FEB MAR ABR MAY JUN
JUL
AUG
SOCIAL MEDIA
moncler.com
OOH
Bus stops, buses, posters.
TRADITIONAL MEDIA
Magazines
Billboards
PROMOTIONAL
Spring/Summer 2020 Milan Fashion Week.

39
THE IMC PROCESS
BUDGET ALLOCATION
Discipline Media Objective Task Cost (In euros) Measuring Effectiveness
Digital
Campaign Video
Instagram
Facebook
Youtube
Twitter
Website & Microsites
The video will help spread
awareness of the Moncler
womens swimwear line.
Creatively developed content will
be shared on Instagram to
announce the collection and
spread salience among the
followers.
To rapidly increase brand
awarenes and run targeted ads
to a tailored and prefered
audience.
To tap into the opportunity of
growing Youtube subscribers
To circulate important additions
and news of the brand in the
Twitter community and spread
awareness.
To drive traffic to the Moncler
website through multiple social
media channels
The story will encapsulate the
confident, fearless and
powerful woman that is worthy
of the brand's latest creation.
The campaign video will be a
part of a social media strategyacross
platforms like
measure of effectiveness for the
The number of video views is the primary
Instagram, Facebook, Youtube
campiagn video. Likes, shares,
and Twitter. It will be used to
comments and retweets on the video will
generate a buzz, augment
help understand the virality of the video
brand identity and help
among the audience. The video will also
reshare across millions of
be a means to lead audiences to the
users. It will also invite new
website for purchase, therefore, the
audiences to identify and
number of leads will also be an important
interact with the brand. €1,000,000.00 KPI.
Photoshoot images, videos,
behind-the scene images,
press and celebrity coverage
will be posted to be shared on
Instagram. Frequently
updating the feed at the time
of pre-launch, launch and even
after post-launch will help
maintain continuity of the
brand's core message. Use of
various Instagram features like
Stories, IGTV, Hashtags and
tags will help grow likability for
the brand online. €40,000.00
Facebook will allow Moncler to
be more descriptive along with
pictures and videos. Extensive
campaigns like page likes,
post engagement, website
traffic and product purchase
ads will let the target customer
interact with the brand's
product content more
frequently. €30,000.00
The brand has potential to
grow their Youtube
subscribers by sharing the
engaging and thought
provoking developed video. €200,000.00
The engagement factor i.e. likes,
comments, tags and reposts will help
measure effectiveness. The use of the
hashtag will also let the brand understand
the online community it was able to build
for itself. For paid campaigns, the number
of post enagagement through likes and
comments, the number of profile views
and website visits will be the ideal
indicators for success.
Analytical reviews of the organic and paid
ads is the most effective way to see the
performance of the content being
uploaded. Through Facebook Analytics,
the brand can clearly identify whether the
targeting is reaping ebnefits for the
objective. Apart from tracking the number
of likes, shares, comments and website
visits-the brand will also be abel to
identify behavioural patterns of the target
audience.
The number of likes to each video posted
and by extension, the increase in
subscribers will measure effectiveness.
Sharing news of latest
The number of people that interact with
collection in the form of
the tweets by commenting and retweeting
images, videos and celebrity
will determine the popularity of the
coverage will allow word to
content being uploaded. Inclusion of the
spread faster, thereby creating
hashtags will also let the brand follow the
a buzz. €15,000.00 discussions across the online community.
Visuals developed from the
creative ad directions will be
promoted on the home page
The number of website clicks and leads
on the Moncler Website with
generated by the posts and videos will be
links aiding purchase for
a major indicator to measure
anyone that visits the website.
effectiveness. Google Analytics will aid in
VisitorsMicrosites will
understanding information about average
specifically help the campaign
session time, drop out rates, cart
perform better during the time
additions, cart abandonments and sale
of launch. €200,000.00 fulfillment.
DIGITAL
Promotions
Traditional
Spring Summer 2020
Fashion Show
Amalfi Coast
Pop-Up shop/event
June 2021
Miami Swim Week
Pop-up shop/trunk show
July 2021
US Open of Surfing
Pop-up Shop/Event
Malibu
July-August 2021
TRADITIONAL
Bus Stations
Posters
Magazines
Billboards
To build brand awareness
specificially related to the new
swimwear launch and have
consumers interact with the
differernt social media platforms
and company website to promote
purchases.
To increase awareness among
the readers of the new product
line extension.
To help augment the brand
image by rapidly increasing
awareness.
To provide a worthy platform and
inform the important fashion
stakeholders so they can
positively advocate the brand
Ads on either sides of the bus
station and in the sheds will let
commuters witness the brand's
new extension of the
swimwear line. In addition,
investing in digital bllboards
will also let the brand bring
The number of social media shares
fabricated videos to the
through hashtags, website traffic,
audiences on ground. €300,000.00
purchase intentions and sales.
Posters on the buildings that
are close to sidewalks and city
centres/recreational centres
will be ideal to draw attention
to images of the brand's
swimwear line. €500,000.00
While the brand already
allocates maximum of its ad
budget to magazines, it can
continue to do so as it has
proven to be most effective.
The audience that reads
magazines is the right one that
Monthly circulation and number of
the brand wants to inform,
subsccriptions to the magazine are
educate and interact with. €5,000,000.00 important to measure effectiveness.
Large billboards are easy to
catch attention on the ground
For billboards, it is important to focus on
level as well from buildings,
the location more than anything. The
bridges and other landmarked
closer the proximity of the billboard to the
places. Styles from the brand's
store, the more successful it will prove to
latest collection will be
be. Factors such as foot traffic,
featured on large billboards
demographic of the foot traffic and
around the vicinity of the
number of vehicles passing by each day
Moncler store. €2,000,000.00 will constantly need to be monitored.
A fashion show is essential for
the brand to showcase its
womenswear line to the world
for the very first time. This
The amount of press coverage will
fashion show will gather the
declare the popularity of the event and
top tier influencers and
will create a buzz on social media as well
thoughtleaders in the fashion
as for articles and interviews to be
industry that will be future
published soon after the show. The
spokespersons and doners of
weight of the guest list will play an
the collection. This will
important role to measure effectiveness
influence many more
as the acceptance and declaration will
opportunities for the brand. €3,000,000.00 begin from the industry.
To bring an initial wave of
awareness to the new swimwear The pop-up shop will last a
launch in one of the most popular week with a one night opening
summer destinations in Europe. event. €1,000,000.00
The main goal of the Miami Swim
Week event is to generate brand
awareness, media coverage, and
to generate sales.
The objective of the pop-up shop
and event during the US Open of
Surfing in Malibu is to generate
brand awareness predominantely
among the mental space of our
target market. Nevertheless, the
event will also be attended by
socialites and other notables as it
is strategically located in the
affluent town of Malibu.
Moncler will showcase their
swimwear line at the Miami
Swim Week with a week long
trunk show and pop-up shop.
The pop-up event will begin
with a one-night fashion show,
and the following days the line
will be displayed as a static
show. Industry professionals,
fashion influencers, models,
and media will be invited to
experience the event. €500,000.00
The brand will showcase their
new swimwear collection
during the exclusive US Open
of Surfing in order to attract a
broader consumer base. It will
also host one of the most
important events of the
competition with a larger
consumer pool. €2,000,000.00
PROMOTIONS
The effectiveness of this initiative can be
measured directly through sales, user
generated content and media coverage.
TOTAL: €15,585,000
MARKETING BUDGET: €16,620,000
The swimwear line is projected to generate €83.1 million, which will leave a
€16,62 million budget for marketing initiatives.

41
THE IMC PROCESS
STORY LINE
Liz is at the beach, completely absorbed in her thoughts. While getting tan,
she dreams about being a fearless and adventurous surfer. She chases risks
at the rhythm of the rapid waves. Her gear casts a vision of herself in ultimate
spirits. She powers through, being her fierce, desirable and authentic self.
She is awakened realizing it was all a dream.
BIG IDEA
The concept aims to target the fierce woman that aspires
to live a life filled with adrenaline and adventure. The swimwear
line will make woman feel in control and powerful.
Her suit and personality have a unique story to tell.

43
THE IMC PROCESS
EXECUTION
EXPLORATIVE CONCEPT TESTING
In order to test the concept for our campaign we conducted a focus group
where we asked the participants questions about the brand perception,
opinions on the line extension and the campaign concept.
ASPIRATIONAL LIFESTYLE
KEY FINDINGS
ABOUT MONCLER
SENSATIONAL ADVENTURE
The brand is associated with ski and winter clothes
Moncler is perceived as both functional and aesthetic
The brand is considered a luxury brand
SWIMWEAR LINE EXTENSION
Participants Expect the brand to be cohesive with their current product
Participants expect swimwear line to be of high quality in terms of fabrics and construction
of garment.
The swimwear needs to follow the brands values: functional and stylish.
Swimwear Line should be aspirational and realistic

45
THE IMC PROCESS
PRELIMINARY SUBJECTIVE
EVALUATIONS OF EXECUTIONS
KEY FINDINGS
Ad concept had positive reactions in terms of staying true to the brand values, mission
and associations.
Ad will successfully showcase both functional, aesthetic and aspirational values.
CAMPAIGN TRACKING
The main objectives for the “Ride Your Dreams” campaign is to measure brand awareness
and purchase intentions. Campaign tracking will begin at the pre-launch stage of
the campaign. To make sure brand recall is positive and effective, Moncler will conduct
interviews and surveys with the target audience. This will help understand their perception
of the brand’s image. Continuous tracking of the campaign through the pre-launch,
launch and post launch stages will allow the brand to analyze performance of the content
and the swimwear line. Moncler will measure the outcomes and ad diagnostics of
the campaign to gauge the overall success.
DIAGNOSTIC MEASURES
& METRICS
The continual and periodical tracking of the campaign will evaluate various key performance
indicators set across the media mix. For social media platforms such as Instagram,
Youtube, Facebook and Twitter - the ad diagnostics will depend on tracking
video views, likes, comments, reach, re-shares and seconds watched, hashtag usage.
Across other digital media; keyword searches, subscriptions to email, website visits,
session times and cart additions and sales fulfillment will be diagnosed. Outdoor media
will be treated slightly differently by taking account of the amount of readership, subscription,
footfall and demographics of foot traffic in close proximities to the advertisements.

47
FINAL ADS

49
FINAL ADS

51
MOCKUPS

53
MOCKUPS

55
MOCKUPS

57
REFERENCES
ZARGANI, LUISA. “Moncler Goes Beyond Expectations.” WWD: Women’s Wear Daily, July 2018, p. 2. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=buh&AN=130908902&site=bsi-live.
ZARGANI, LUISA. “Moncler Reports Rise in Sales, Genius Project Success.” WWD: Women’s Wear Daily, Mar. 2019, p. 8. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=buh&AN=135040868&site=bsi-live.
“Advertising Campaigns.” Monclergroup, www.monclergroup.com/en/media/media-archive/advertising-campaigns.
“Isn’t It Genius? Moncler Will Smarten Up Your Fall Wardrobe.” Vogue, Vogue, 7 Feb. 2019, www.vogue.com/article/moncler-genius-collection-fall-fashion.
Levine, Joshua. “How CEO Remo Ruffini Is Reinventing Moncler for a Faster Fashion World.” The Wall Street Journal, Dow Jones & Company, 8 Oct. 2018, www.wsj.com/articles/how-ceo-remo-ruffini-is-reinventing-moncler-for-a-faster-fashion-world-1539006956.
“Moncler.” The Business of Fashion, www.businessoffashion.com/articles/tags/organisations/moncler.
White, Sarah. “Moncler Aspires to Give Its Puffer Jackets a Monthly Makeover.” Reuters, Thomson Reuters, 30 May 2018, www.reuters.com/article/us-italy-moncler-ceo/moncler-aspires-to-give-itspuffer-jackets-a-monthly-makeover-idUSKCN1IV2C9.

58
REFERENCES
Burlet, Fleur. “Moncler Genius.” WWD: Women’s Wear Daily, Feb. 2019, p. 23. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=buh&AN=134881435&site=bsi-live.
CELESTE, SOFIA. “Moncler Sales Near 1.2 Billion Euros.” WWD: Women’s Wear Daily, Feb. 2018, p. 2. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=buh&AN=131655464&site=bsi-live.
CONTI, SAMANTHA. “HSBC: Luxury Growth Will Slow to 6%, But Don’t Panic: The Bank Sees Sector Growth Slowing from 9 Percent in 2018 to 6 Percent in 2019 and 2020.” WWD: Women’s Wear
Daily, Jan. 2019, p. 9. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=buh&AN=134063512&site=bsi-live.
“Moncler SpA (MONC.MI) Company Profile.” Reuters, Thomson Reuters, www.reuters.com/finance/stocks/company-profile/MONC.MI.
Sinclair Scott, Fiona. “Moncler Genius: One Luxury Brand’s Strategy to Reinvent the Fashion Model.” CNN, Cable News Network, 21 Feb. 2019, www.cnn.com/style/article/moncler-genius/index.
html.
“Strategy, History, Vision.” Moncler Group, Moncler Group, www.monclergroup.com/en/investor-relations/strategy.
TURRA, ALESSANDRA. “Moncler Opens ‘The House Of Genius’ Concept Stores.” WWD: Women’s Wear Daily, Oct. 2018, p. 5. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=buh&AN=132151193&site=bsi-live.
Williams, Robert. “When Cold-Weather Coats Get Too Hot.” Bloomberg Businessweek, no. 4566, Apr. 2018, pp. 20–21. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=buh&AN=129188110&site=bsi-live.
ZARGANI, LUISA. “Moncler Goes Beyond Expectations.” WWD: Women’s Wear Daily, July 2018, p. 2. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=buh&AN=130908902&site=bsi-live.
ZARGANI, LUISA. “Moncler Reports Rise in Sales, Genius Project Success.” WWD: Women’s Wear Daily, Mar. 2019, p. 8. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=buh&AN=135040868&site=bsi-live.

59
REFERENCES
Burlet, Fleur. “Moncler Genius.” WWD: Women’s Wear Daily, Feb. 2019, p. 23. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=buh&AN=134881435&site=bsi-live.
CELESTE, SOFIA. “Moncler Sales Near 1.2 Billion Euros.” WWD: Women’s Wear Daily, Feb. 2018, p. 2. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=buh&AN=131655464&site=bsi-live.
CONTI, SAMANTHA. “HSBC: Luxury Growth Will Slow to 6%, But Don’t Panic: The Bank Sees Sector Growth Slowing from 9 Percent in 2018 to 6 Percent in 2019 and 2020.” WWD: Women’s Wear
Daily, Jan. 2019, p. 9. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=buh&AN=134063512&site=bsi-live.
“Moncler SpA (MONC.MI) Company Profile.” Reuters, Thomson Reuters, www.reuters.com/finance/stocks/company-profile/MONC.MI.
Sinclair Scott, Fiona. “Moncler Genius: One Luxury Brand’s Strategy to Reinvent the Fashion Model.” CNN, Cable News Network, 21 Feb. 2019, www.cnn.com/style/article/moncler-genius/index.
html.
“Strategy, History, Vision.” Moncler Group, Moncler Group, www.monclergroup.com/en/investor-relations/strategy.
TURRA, ALESSANDRA. “Moncler Opens ‘The House Of Genius’ Concept Stores.” WWD: Women’s Wear Daily, Oct. 2018, p. 5. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=buh&AN=132151193&site=bsi-live.
Williams, Robert. “When Cold-Weather Coats Get Too Hot.” Bloomberg Businessweek, no. 4566, Apr. 2018, pp. 20–21. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=buh&AN=129188110&site=bsi-live.