How Moncler has grown from a niche skiwear brand to a global luxury brand in the past 14 years

From an “outdated” niche professional skiwear brand to an internationally renowned luxury brand with annual sales exceeding 1 billion euros, the Italian brand Moncler from France has drawn a new generation of luxury brands that many people dream of. growth trajectory.


Moncler, which started out by producing professional ski suits and other down products, was founded in 1952 by French entrepreneur René Ramillon. The company name was taken from the abbreviation of Monestier-de-Clermont, a small town in the foothills of the Alps. The brand once provided team uniforms for the French Olympic ski team. . In 2003, the bankrupt Moncler was acquired by Italian entrepreneur Remo Ruffini, who currently serves as the company’s chairman and CEO.


Remo Ruffini, who was born in Como, northern Italy, had a fascination with Moncler ski suits since he was a child because of the cold weather in his hometown. Moncler had become a local cultural phenomenon in the 1970s, and every teenager dreamed of owning one of these ski suits. At the age of 14, Remo Ruffini begged his mother to buy him his first Moncler.



Remo Ruffini (pictured below) worked in the United States in his early years for his father’s textile company, before returning to Italy in the 1980s and founding clothing brand New England. In 2000, he sold his label and started working as a creative consultant for two brand holding companies, Moncler and Frette.


In 2003, Remo Ruffini decided to acquire Moncler, which was “down the road”, hoping to bring it back to its heyday. At that time, the brand production base had moved to Madagascar, and the quality of the products declined rapidly. Comparing before and after the acquisition, Moncler’s annual sales were $62 million in 2003, and had grown to $368 million in 2010.


Ruffini not only saved Moncler, but also built it into an international mainstream luxury brand with more than 200 stores around the world, while giving the European brand a sense of luxury and American trends and business philosophy.


Regarding the fusion of Italian and American cultures in the Moncler brand, Remo Ruffini made the following point: “The most important thing is not to forget your ‘roots’, but at the same time always embrace the new culture with a vision for the future, so that you can get Creativity and motivation.”


Moncler is a relatively high-end down jacket brand. Since it is a French clothing brand, many Chinese may not be very familiar with it. However, Moncler’s down jackets have a very good cold protection effect. They have both a sense of design and advanced technology. They also have very good effects in extreme weather. The price is also very expensive. Therefore, Moncler is a very high-end brand of down jackets.



How to clean the down jacket without washing

Prepare a bottle of white vinegar and an appropriate amount of laundry detergent, first pour an appropriate amount of water into a watering can, then pour a small amount of white vinegar and laundry detergent, then shake it evenly, spread the dirty down jacket on the table, and spray it on the down jacket with a watering can on the oily part, use a bath towel to wipe the oily place repeatedly. Repeat several times, and you can see the oily down jacket slowly wipe away.


Does the down jacket have any effect after being compressed?

Down jacket compression will affect the bulk of the clothes. When collecting down jackets after winter, you should cover the down jackets with well-ventilated packaging bags and store them in a dry place to prevent mildew. Down jackets cannot be exposed to the sun. Exposure to the sun will affect the wearing life of the down jackets, and some will also cause the down jackets to fade and discolor.


How to shoot down jacket fur collar

You can untie the fur collar of the down jacket from the clothes, tap the fur collar directly with your hand, and then shake it properly in your hand a few times, you will find that the fur collar becomes fluffy. If there is dust and dirt on the fur collar, you can use a soft cloth to dip an appropriate amount of detergent, and then gently wipe the dirty place. Finally, you need to wipe it again with a soft cloth dampened with water, and then dry it.


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