Source: The Business of Fashion
Summary
Moncler’s CEO Riccardo Peruffo spoke about the brand’s plans to expand its menswear category ahead of its menswear presentation in Milan. The brand aims to strengthen its presence in the market and increase its share in the menswear segment. Peruffo also discussed new store openings, including a flagship store in Milan. According to Peruffo, the brand’s menswear business has been growing steadily, and the expansion is a natural next step.
Our Reading
The trend returns with a new name. Moncler’s menswear push echoes the brand’s past efforts to expand beyond its puffy jacket roots. The brand’s menswear category has been growing steadily, but the expansion is not a new concept. Moncler has been exploring menswear since the 1980s. The brand’s latest effort is more of a re-entry into the market.
The menswear market is not new territory for Moncler, but the brand’s renewed focus on the category is a strategic move to increase its market share. The brand’s expansion is a natural next step, but it’s also a familiar move in the fashion industry.
Peruffo’s comments on the brand’s growth and expansion plans are in line with the industry’s current focus on menswear. The trend of luxury brands expanding into menswear is not new, but Moncler’s efforts are a notable example of this shift.
Moncler’s menswear expansion is a calculated move to increase its market share and strengthen its presence in the industry. The brand’s strategy is not groundbreaking, but it’s a necessary step to stay competitive in the market.
The brand’s renewed focus on menswear is a re-entry into a familiar territory, but with a new name and a new strategy.
Author: Evan Null
