Remo Ruffini, the boss behind the phenomenal renaissance of Moncler. Piotr Niepsuj / Moncler
The Italian entrepreneur behind the success of Moncler has, since 2003, constantly reinvented its model, notably through Genius, its concept of almost monthly collection entrusted to a media designer without ever losing its identity.
“Change is in the essence of things. What has been new for five years, and especially in recent months, is the speed at which this change and its impact have occurred. As if with the pandemic, years had passed in a few weeks. We are witnessing an acceleration of these developments in work, communication with consumers, in the purchasing process. E-commerce has grown in importance during containment and will remain ingrained. Everything will now start online, even if you end up buying your jacket in a store that, in fact, will become more than a place of sale, a world of discoveries. We need to conduct a strong and global digital reflection. But when I say “digital”, I'm not just talking about e-commerce and social media. Each project, each collection, must be born digitally before being deployed on other channels.
I always thought that the brand was queen, this is what drives our very selective approach to retailers and our direct relationships with customers. Moreover, we continue to strengthen our commitment to the “new premises”, those people who no longer travel and who are looking for a new “domesticity”. Finally, we must not forget that Moncler exists to protect and that balance with the environment is a priority: sustainability cannot be reduced to a department of the company, but must be at the origin of our approach to things. When time accelerates, if one does not launch an assault, the risk is to remain forever in the past. We must not forget this, but learn from the future. As Yoda said in Star Wars, "We have to unlearn what we have learned." "