Moncler Genius: One luxury skiwear brand's mission to reinvent the model

Posted by yuidasb on November 11th, 2020

The foundations of fashion consumerism stem from the innate human desire for new things. This, in itself, is not a new idea. But thanks to the rise of social media, online shopping and digital journalism, our collective longing for newness is more pervasive than ever.

Today, the typical consumer isn't investing in clothes twice a year, or even seasonally -- we're buying cheap moncler jackets garments with increasing regularity. Where and how we shop is also changing, and brands -- from the high street to the upper echelons of the luxury fashion world -- are responding in turn.
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Fashion's new mission, according to a recent industry report by Business of Fashion and McKinsey&Company, is to be "nimble, think digital-first and achieve ever-faster speed to market." As the report spells out in its introduction: "The (brands) that will succeed will have come to terms with the fact that in the new paradigm fake moncler women jackets taking shape around them, some of the old rules simply don't work."
Italian billionaire Remo Ruffini is all too aware of the new challenges facing the industry. As the CEO and part-owner of Moncler, a luxury brand known for ski jackets and luxury activewear, Ruffini has been on a mission to modernize the company since taking over in 2003.
He carried out an almost head-to-toe reorganization of the brand's business model and supply chains in order to launch a new initiative, Moncler Genius.https://www.djoinery.co.uk/