To commend the opening, Moncler has set more than 10,000 Mr Moncler dolls in a few areas around the city, of which 350 one of a kind models were made by road craftsman Craig Costello. An eccentric method to gather consideration, it additionally flags a vote of trust in Hong Kong, with the organization as a rule saving such confused battles to its center markets.
“We opened our first Asia lead here [in Hong Kong] yet this is on another level,” says Moncler CEO Remo Ruffini, who flew in for the opening of the 5,382 square foot road level store. “At long last we have a space to disclose to individuals our image.”
The opening of the Canton Road store is a demonstration of Moncler’s present great remaining, with incomes surpassing €1 billion (US$1.18 billion) without precedent for 2016 and hoping to hop again this year. A lot of that achievement is down to Ruffini, 50, a hands-on CEO and to numerous an inventive chief in everything except name. Since assuming control in 2003 he has outlined the organization’s transient ascent from a legacy winter sportswear brand to a front line form forward powerhouse.
Moncler’s list of collaborators also includes Mary Katrantzou, Sacai and Ami, and the company is currently working with Off-White designer Virgil Abloh and rising British designer Craig Green, who Ruffini describes as “one of the few geniuses in menswear”.
What unifies designers like Green and Abloh is that they make clothes that aren’t outwardly commercial. Ruffini sees this sort of experimentation as an opportunity to boost Moncler’s branding. “I’m very focused on brand building and not just trying to sell jackets,” he says, adding that this edgier attitude feeds into the company’s communications and art-driven advertising.
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The core of Ruffini’s strategy has been making its signature down jackets desirable items across the globe. “It sells just as well here in Hong Kong as it does in Canada,” he says, adding that the company has toyed with fabric technology to make lighter-weight jackets for warmer climes.
Founded in Grenoble in 1952, Moncler has only become a widely known brand in the last decade – to many consumers it is a fresh name in the luxury space. The company owes its popularity with younger buyers to its innovative approach to fashion, having embraced collaborations with streetwear and avant-garde designers 10 years before many other labels.