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In a time of distractions, general manager Remo Ruffini is changing shape to keep Moncler ahead.
When Moncler launched Genius in 2018, it was the first collectively curated collaboration machine in the fashion system. A rotation of top designers riffed on the down jacket from the house of Moncler with Valentino’s Pierpaolo Piccioli making evening dresses, Richard Quinn dabbing it with his bold floral prints and Craig Green’s colorful inflatables. Now, Ruffini has signaled an acceleration of the Genius model to encompass disciplines far beyond that system. “I firmly believe in the Moncler Genius model and its long-term development,” Ruffini said, speaking from the company’s Milan headquarters at Moncler’s Capital Markets Day on Thursday, the first day for investors since the unveiling of the Moncler Genius strategy four years ago.
“From today, Moncler Genius also means art, music, movies, sports and honestly so much more… The way you combine them makes a brand unique. Yet that is not enough.”
The new Genius will be unveiled in the first quarter of 2023. It currently accounts for 5-10% of revenue, according to Ruffini, which he says is “the perfect balance”. The halo effect on the brand attracts “an enormous amount of new, young customers,” Ruffini said. And, while they don’t necessarily buy Genius, they do buy other items. The pivot to a broader creative collaborator aims to open Moncler up to “a new luxury shopper, a younger audience,” said Gino Fisanotti, Moncler brand director who joined Nike last June.