BA Fashion marketing & communication,

Level 6,2021-22
6FAMK005C
Communication Techniques and Strategy 3
Cristina Lastra, Agata Zdziarska

Alexandre Raoul Louis Raymond

 INDEX
BACKGROUND
CREATIVE PROPOSAL

STAGE 2
STAGE 1
Visual Branding identity
EXECUTION STRATEGY
Brand Comm. history
METRICS
Creative director & brand strategy
CALENDAR
Competitors Overview
COMMUNICATION BUDGET
Target
CONCLUSION & VISION
TRENDS
BIBLIOGRAPHY
DIAGNOSIS
STAGE I
 It was Chantal Thomas who collaborated with the brand in
1980 for nine years that allowed it to reach a wider public.
The brand’s new design, incorporates buttons to replace
zippers, fur, satin, rhinestone jewelry and feminine cuts In
the 1980s, Moncler became a mainstream brand, more for
the city Moncler is no longer just specialized for mountain
people, but is sold in sports stores.

However, in November 1992, the brand is on the verge of

bankruptcy and put into judicial recovery.

It is Remo Ruffini, after buying the brand in 2003, oriented

Moncler towards fashion rather than sports, as well as
international, while maintaining the principles and heritage
of the brand. The first Moncler stores were opened in the
mountains in 2005. These are the first steps in luxury.
Winter 2007 marks the arrival of the down jacket as a full-
fledged fashion item, and no longer as a garment for the
mountains. Ruffini redesigns the mythical down jacket by
sculpting it closer to the body and defines his new artistic
line, so that his creativity is not diluted and, at the same

BACKGROUND
time, that the identity of Moncler is preserved.

The company wasn’t huge or trendy from the start. Nowadays, Moncler is both a technical mountain product,
At the time Moncler took up the idea and made a but above all a fashion and luxury product with other
Moncler is an Italian brand with French roots that down jacket, intended only for factory workers who products in addition to winter clothing, such as polo shirts,
evolved from providing high quality ski equipment wore it on cold days. sweaters, shoes, or bags.
to making high-end outerwear. Founded in 1952 by
René Ramillon and André Vincent. The company of As the company grew and expanded its range of
down-filled sleeping bags and mountain tents at the product increasing public visibility including gloves ,
beginning was located near Grenoble, in Monestier- jackets and protection against harsh climate. These
de-Clermont . items continue to reinforce brand reputation.
 Secondly, the visual brand identity has an aesthetic
Regarding the visual brand identity, Moncler recites rather futuristic, innovative and artistic. Moncler
a certain code of luxury in its visual identity, indeed, does not hesitate to use background astronauts,
the brand has a refined character whether in its retro visuals or clothing with futuristic looks in its
logo presented in black and white, its flagships communication.
stores are entirely marbled and still reflecting the
black and white. On their social networks including Instagram,
Moncler has no graphic limit and. associates with
Thus, this black and white graphic charter brighter colors especially with the yellow and also
is reflected on its website or in its official blue neons. Associated with artistic photo, the
announcements. Black ,being the color of luxury brand uses any type of graphic design,colors or
and predominates, contrasting with white and illustration image to attract a larger public.
aditional blue and red colors by small touches. The However a key element of these photographs and
white symbol of innocence, purity and cleanliness shooting is the mountain, indeed the brand uses the
also allows the relationship with the mountainous spectacular mountain views to convey their message
environment from which comes the origins of of tradition and heritage that the brand likes to put
moncler, embodying this time the mountain and forward.
snow.

VISUAL BRANDING
IDENTITY
 Communication
With the arrival of Ruffini at the head of
the house in 2003, the brand positioned
itself more luxurious and opted for
a communication linked to its new
activities with seasonal poster campaigns.

HIStORY
Nevertherless to repositionate the
brand Ruffini had to change its product
proposition.

Thus, in the late 2000, Ruffini made

the move to extend into runway fashion
show with Moncler Gamme Rouge in 2008
and Gamme Bleu in 2009. Designed by
Giambattista Valli and Thom Browne.

Gamme Rouge merges elements of couture

and femininity with Moncler’s technical
expertise, while Thom Browne’s Gamme Bleu
explores urban/streetwear fashion design.

Regarding communication history of the

“ofMyMoncler,
brand, Moncler initially followed a strategy of
communication passing by the sporting event initial idea was to restart from the roots
sponsorship in particular by the sponsoring of
great alpine expeditions in the 60s and the Olympic to remind everyone of its history,
Games of Grenoble in 1968 where Moncler becomes
the official supplier and dressed with anoraks the its French origins, the moments of glory be-
French alpine ski team.
tween the Olympics of Grenoble and the alpine
Then Moncler had attack its communication by
targeting a wider public through fashion magazines
achievements. But, at the same time, I wanted to
that echo the quality and style of Moncler. created something ‘global ”
REMO RUFFINI (ELLE, 2021)
 Moncler &
Annie leibovitz
 Moncler COMICS Moncler BEYOND

2O12- To commemorate its 60th anniversary, the brand 2019- “Moncler Beyond” is an ad campaign featuring
has developed an exclusive interactive comic book that 19 ambassadors from different countries. It
presents each decade in six episodes. introducing models,rappers or activits with different
way of life and different stories.
WE LOVE WINTER Moncler
MONDOGENIUS

2021 -WeLoveWinter campaign 2021 - Advertising for the world of Moncler Genius , a
live immersive digital show.
 In 2017, the house announced a major
project: Moncler Genius, where the brand
invited eight great fashion designers to share
their vision to the house, for eight collections
presented in Milan. Consisting of eight unique
collections displayed one at a time on a
monthly basis, Remo Ruffini reunited under
the same roof different creative designers:
Pierpaolo Piccioli, Simone Rocha, Craig Green
and Kei Ninomiya.

With the creation diversity, the goal of the

Genius project was to touch into a generation
of customers who consume differently.
Finnaly, since the launch of Moncler Genius,
the world of marketing and communcation

Moncler
of Moncler has been revolutionized from bi-
annual collections to monthly collections.

GENIUS
mmunication

“ofMyMoncler,
initial idea was to restart from the roots
to remind everyone of its history,
its French origins, the moments of glory be-
HIStORY

tween the Olympics of Grenoble and the alpine

achievements. But, at the same time, I wanted to
created something ‘global ”
 Since then, Remo Ruffini has
President and Creative Director Remo Ruffini remained the brand’s creative
has been at the head of Moncler since director, making all key decisions
2003 and is considered a visionary in Italy. regarding the brand’s communication
He started as creative director in 1999 and visual identity.
at Moncler and eventually took over the
company in which he is attach in 2003. His significant investments
in communication, and his
Ruffini’s strategy as creative director was to collaborations with young and
focus on the brand’s most iconic products. inventive designers, and the
Ruffini’s first task was to double the quality extravagant events he organise
and ensure that Moncler’s luxury price point around the world, explain the
reflected the product. The fit and overall commercial explosion of the Moncler
quality of production was improved to meet brand, which is now present in 70
the demands of the modern consumer. countries.

REMO RUFFINI

CREATIVE DIRECTOR
& BRAND STRATEGY
SALES
 Regarding Moncler’s competitor, the brand has two

Competitors OVERVIEW clear types of direct competitors. The technical and

sportswear brands that are becoming increasingly
important in the clothing market, such as The
North Face and ARC’TERYX, driven by strong values
of personal performance and functionality, they
are now becoming mainstream brands for any
streetwear style. Likewise, luxury brands such
as Burberry and Balenciaga, are relying on their
heritage and tradition to bring new life to their
collections by offering new functions embracing
technology but also through their unique design.

The North Face produces and sells clothing, tents,

backpacks and sleeping bags. North Face also
specializes in skiwear.

Specialized in high quality outdoor gear. These

products are based on high quality and advanced
design, which has ensured its competence and high
market share over the years. The company also co-
owns the ski clothing line which produces quality
and affordable products.

THE NORTH FACE

 ARC’TERYX is now considered the most prestigious
in the mountain world, created in 1989 in British
Columbia, Canada. Arc’teryx is a Canadian company
historically specialized in climbing equipment, the
brand has extended its activity to winter clothing.
The brand is inspired by the wide open spaces of the
mountain ranges to manufacture and test technical
and resistant products.

In addition to sportswear, Arc’teryx also manufactures

items for the police and armed forces.

Arc’teryx is a brand that offers a complete range

of products for sportsmen. Through its quality and
innovations it communicates and positions itself in
the top of the range for mountaineers by proposing
innovative, qualitative and technical pieces.

ARC’TERYX
 Burbuerry is a luxury clothing and
accessories brand based in London, UK.
The brand has a strong heritage as it Most recently for its latest outerwear
was created by Thomas Burbuerry, an clothing collection the brand has installed
apprentice draper in 1856. a pop-up store that reflects a surrounding
From its origin, the brand is specializes in mountain range on Jeju Island in South
outerwear and is known for its warm and Korea.
waterproof clothing.
Made from plywood, timber and a reflective
The products are classic, the brand polycarbonate mirror material, the design
is extremely innovative. It is one of is intended to marry nature with modernity
the most digitalized luxury brands, and with the brand’s contemporary identity.
introducing virtual fitting rooms.
Furthermore, it is was the first luxury
brand to allow the purchase of its clothes
the same day of their presentation at the
fashion show, since 2016.

BURBERRY
 Finally, Balenciaga is also a competitor
of Moncler in the high-end , luxury field.
Created in 1917 by Cristobal Balenciaga,
the brand based in Paris radiates today by
its products including geometric lines and
asymmetrical cuts.

With a strong heritage as Burberry and

Moncler , its brand identity is transcibed
by experiments and volumes .

Moreover, Balenciaga never stops

innovating and touching all horizons and
all generations through pop culture by
collaborating with the famous anime The
Simpsons , the creation of its own video
game Afterworld: the age of tomorrow and
its virtual fashion shows.

BALENCIAGA
CONSUMER PERSONA
 Domestic luxuries
TRENDS Luxury shopping has traditionally been
linked to tourism. The decrease in
international travel and its recovery
forecast for the year 2023 mean that
the luxury market must focus on the
national consumer, balance its retail
presence at a global level and invest
in local channels that allow it to have
a greater reach.

One of the consequences of this new

paradigm has been the increase of

Metaverse mindset emerging national designers.

Online uptime per average consumer

has increased. With the rise of digital
environments such as the metaverse, make
virtual goods into tools with great potential
for the fashion industry.

Market leaders who want to take advantage

of this trend will unlock new ways of
interacting, the popularity of NFTs will
continue to grow as fashion brands seek new
ways of differentiation and launch creative
experiments.
 GaMIFICATION
Gamification is the use of games to
encourage user interaction. With a
system of rewards and engagement,
gamification is an effective tool to
influence users behavior, their actions
and their purchasing decisions.

Offering a playful experience will

always be more impactful and can even
influence their behavior and choices.

Generation Y and Z, who have grown up in

a totally digital world, need to be offered
visual, easy to digest, concise, engaging and

Wardrobe reboot
above all interactive content.

The small impulse purchases will continue to

define market trends in 2022.

To react quickly to evolving preferences,

brands will need to reinforce their
relationships with supply chains and change
the seasonal mindset of traditional fashion.

This implies rethinking collections and

production cycles to prepare for uneven
demand and supply.
 As an historical brand Moncler relies Nevertherless, even though Moncler’s target market is quite broad: women and men
on values such as tradition and (25-55), it now needs a revival to operate its post-covid strategy. With the purchase of
authenticity, it is only since the 2000s Stone Island and the post-covid opportunities, Moncler shows its intention to turn to
that the brand has been able to offer a younger audience. Thus, the new target market of this new campaign will be turned
luxury clothing. Therefore Since the towards generation Z and millenials.
2000s Moncler has established itself as a
luxury brand in its own right, innovating Moncler’s collaboration strategy is working, an indication of which is the fact that the
with collections and collaborations with number of sales (before the Covid) that was non stop evolving year after year.
leading fashion designers.
Therefore the new proposal will be inspired by the strategy developed by Ruffini and
Following the Genius project introduce take it to the next step : by enhancing the innovative side and commit the brand into
in 2017, Moncler is a brand that is in line a real digitalisation, futhermore the new proposal will focus into attract new young
with the current times, the different consumers and increase its reputation.
collaborations with fashion designers
and with small street wear brands help
to keep the brand alive and always
looking to reach a new target. Not
being limited to simple collections,
regular collaboration makes it possible
to regularly introduce new products

DIAGNOSIS monthly, allowing the brand to always

offer content to the customers.

“With one creative director ,

you talk to one generation ”
REMO RUFFINI (SCMP, 2019)
 STAGE II
By releasing a revolutionary gas into the
atmosphere that was supposed to provide
an answer to global warming, the world
authorities caused a new ice age 30 years ago.

Consequently, a terrible explosion hit the

planet, causing a terrible snowstorm. All life
was wiped out. Only a handful of survivors
found refuge in certain mountains in the four
corners of the world, which were already
steeped in ice.

In order to survive, the survivors establish

underground shelters, they arm themselves to
defend their tribe and loot food and essential
resources to their survival.
 Moncler will merge with the values that have
established the brand, but also connect it with
its current world allowing it to establish itself
in the future without losing its authenticity.

The big idea is to establish moncler as a

leading brand in the metaverse . Thus, to
“dematerialize” Moncler and make it merge
into the digital era . The brand will create a
worldwide campaign and collaborate with a
whole new perspective of futuristic fashion
designers and digital companies. The aim
is to bring the brand into a new futuristic
space: including NFT , gaming , and futuristic
universe.

The major asset will be to develop the brand

identity around a apocalyptic universe . The
Influence of the Cyberpunk movement will

CREATIVE PROPOSAL
allow to create a unique proposal for futuristic
clothes in the new digital era. An Apocalyptic
world where the planet Earth has cooled
The first year will be developed around a
down and a part of the population survives
apocalyptic environment that is embracing
Following the strategy of Remo Rucinni, the without laws and government at extreme
technology while remaining faithful to the
key creative concept for Moncler will be temperatures. Including influence of survivor
traditional and mountain values of Moncler .
developed around the FUSION project. The characters and new highlight of technology
brand will propose a unique vision in 3 acts that will transmit the futuristic message and
The mix between the two universes:
spread over 1 year , each year an original references that Moncler wants to convey.
futuristic and mountain, will serve as a
experience dedicated to the development of keystone on all communication proposals of
a futuristic universe. Moncler.
 Target
For this new strategy proposal, the main
target will be generation Z (18-2) , it
is the first generation born with digital
technology that is surrounded and immersed
by computers and smartphones, they have

Strategy proposal
had access to social media from a young
age. Consequently, Generation Z has a more
global view than previous generations. They

Message
have much wider access to information,
trends and cultural aspects of the world.
The global communication campaign will
aim to embed and reference this culture
to create a sense of belonging towards In order to spread Moncler’s new message,
Moncler. the new strategy will be shared through a new
futuristic universe, Moncler will thus transmit
a unique communication proposal around an
apocalyptic environment.

With the collaboration of fashion designers and

digital company, the brand will diversify into a
creative universe that allows each individual to
identify with Moncler’s product.
Moreover by transmitting the setting up of
moncler into the metaverse, the aim is to reach
a younger audience, influenced by different
culture and to immerse them into a unique
experience.Furthermore by establishing a
relationship between moncler on imaginative
universe, the brand will have the opportunity to
attract and engage the generation Z.
 CORE MESSAGE
MONCLER FUSION

Innovative, Authentic

By focusing on dematerialisation, Moncler wants to create a

new universe where the generation Z will be able to connect
and identify with. The main idea that Moncler wants to
transmit is that it is brand that constantly innovates and STORYTELLING
provides real authenticity. Through an innovative story
tellingaround the Moncler universe, Moncler products will By releasing a revolutionary gas into the
be emphasized by the new futuristic vision of each designer atmosphere that was supposed to provide
offering a new perception of the brand for each consumer. an answer to global warming, the world
Furthermore, through the collaborative approach and authorities caused a new ice age 30 years
the advertising strategy, the aim will be to highlight the ago.
digitalization of Moncler. The main feeling behind Moncler
Fusion is that the brand is in tune with the times. Thus, Consequently, a terrible explosion hit the
Generation Z will have the opportunity to engage with the planet, causing a terrible snowstorm. All life
brand in a totally unique way, providing a sense of belonging was wiped out. Only a handful of survivors
and community to the consumer in order to radiate a new found refuge in certain mountains in the four
perception of Moncler. corners of the world, which were already
steeped in ice.

In order to survive, the survivors establish

underground shelters, they arm themselves to
defend their tribe and loot food and essential
resources to their survival.
 COPYWRITING Objectives
& Main objectives of the 1 year

VISUAL CODE communication plan :

1.Establish Moncler as a leading brand in the metaverse

Core terms : Innovative, Authentic, Modern , Futur- 2. Increase sale revenue of 20% in one year
istic , Youthful
3. Introduce Moncler into a new artistic universe while remaining
Tone of Language : Technological, Quality , Unique
Universe , Survival , Apocalyptic
authentic
Headline - Moncler Fusion , The last Frost
4. Attract generation Z to strengthen brand awareness and increase
HASHTAGS
#MonclerFusion #MonclerCourchevelle revenues
#MonclerFusionPopUp #TheLastFrost
#MonclerMeta #MonclerGalacktik 5. Create engagement through unique digital and physical
#CyberMoncler
experiences.

6. Global communication providing monthly content in order to

increase brand awareness.

MON
CLERC
FUSION
 vvv

Moncler FUSION
Moncler fusion colletctions will be a continuation of
Moncler Genius with a more innovative and digitalized
approach than ever. This project will bring together 6

COLLECTIONS
innovative designers who will each produce a collection
around the chosen theme: the Moncler apocalyptic
environment.

The aim of Moncler Fusion is for each collection to

provide a new futuristic vision for Moncler products,
raising the brand’s visibility through innovative design
and gathering diverse consumer audiences. In addition,
the designers: Kei Ninomiya (Comme des Garçons) , Kanye
West (Yeezy), Matt digiacomo (Chrome Hearts) , Louise
Trotter (Lacoste) , George Milner (Palace) , Nigo (Kenzo)
vvv
were chosen for their futuristic and eccentric relevance
capable of giving a new vision to Moncler’s products while
reaching the desired target audience: the generation Z.

Every two months, a new collection will be released,

thus developing a continuity of collaboration with these
famous designers of the brand and providing monthly
content and products.

“ofMyMoncler,
initial idea was to restart from the roots
to remind everyone of its history,
MONCLER its French origins, the moments of glory be-
tween the Olympics of Grenoble and the alpine
FUSION achievements. But, at the same time, I wanted to
MADE TO CREATE FUTURE created something ‘global ”
Inspired by Annie Leibowits’s previous To enhance the survival side and refere to
advertising campaigns for Moncler, a new previous Moncler campaign, the survivor
advertising campaign “The Last Frost” will will be accompagnied by a snow leopard.
be created to introduce the Moncler Fusion The snow leopard and the apocalyptic
project. environment will be materialized in 3D
and virtually. To execute the campaign,
The format of the campaign will consist of Moncler will collaborated with the selected
a series of pictures in which Moncler will photograph David Lachapelle, a fashion
publish on its social medias and directed surrealist photograph.
for online magazine such as : Vice ID,
Dazed, Another Mag and Muse Magazine .
Finally, the aim of this campaign will be
The advertising will transcript a lifeless to convey the quality of Moncler products,
snowing world where a single person is highlighting the technical side of Moncler
standing in the middle of large snowy post clothing, resistant to the point of surviving
apocalyptic buildings. Equipped with a an icy planet.
large backpack and moncler clothing.

CAMPAIGN
ADVERTISING
THE LAST FROST
THE LAST FROST
 In addition, the new collection
will be directly integrated into the

MONCLER
metaverse by any purchase of any
garment from the Project Fusion
collections.

This collaboration will initiate the

NFT
digitalisation of Moncler and thus
allow the implementation of the
brand in the future metaverse.
Moncler X The Fabricant will propose

THE FABRICANT
a unique collection of clothing
to be integrated directly on their
avatar, with a code available at
each product purchase of the fusion
collection . The customers will have
the possibility of equipping their
avatar with the last design of the
brand.

To fully integrate the metaverse, moncler

will create a new NFT collection. To do so,
moncler will collaborate with the company
The Fabricant, a company located in
Netherland that is a digital fashion house
leading the fashion industry towards a new
sector of digital-only clothing.

The chosen company perfectly meets the

expectations demanded by moncler, having
recently worked with major brands such as
Puma notably showing a collection of NFT in
a desert apocalyptic universe.
 MONCLER

PLACEMENT
The chosen video game has been

PRODUCT
selected to convey the futuristic
and apocalyptic message of

X
moncler fusion, the product
placements will be made in
the game, and both non-player
character and player avatars will

CYBERPUNK
be provided with Moncler unique
skin.

In addition, any purchase of

2077
the collection Moncler X The
Fabricant will allow the direct
implementation of Moncler outfits
into the video game.

To enhance the digitalisation of moncler

into NFT. The brand will launch a 6 month
collaboration of products placement with
CyberPunk 2077. Made by the creators of
The Witcher , Cyberpunk 2077 is a video
game set in a futuristic metropolis. The
players evolve in a dystopian futuristic
world in which ultramodern technology
is omnipresent. A world that has become
inseparable from cybernetics and the
independence of humanoid robots.
 As an iconic anime for Generation

ADVERTISING
Z, the story takes place in an
apocalyptic world destroyed by

YOUTUBE
relentless snowstorms, thus

GALACTIK
sharing the same moncler fusion
message.

In collaboration with the

animation company Alphanim,

MONCLER
the format of the video will
consist of a 4-5 minute video
introducing each galactic football
player individually and showing
their skills with the ball in a filled
stadium where each character of
the football team will highlight
moncler jersey.

Destined to the youtube channel of

Moncler , notably influenced by Balenciaga
with The Simpsons , the video will be
an advertising destined to highlights
Moncler’s product.

Moncler will provide an element of surprise

by collaborating with the anime Galaktic
football in order to reach its core target:
the generation Z . Galactick Football is a
mythical anime in youth European culture
.The anime was selected for its relevance
to youth pop culture but also for the
surprise that the collaboration will bring
to the audience.
 MONCLER

SPONSORSHIP
To carry out this sponsorship, the
players will be required to represent

E-SPORT
moncler jersey in competition,

X promote moncler on social media

and finally represent the brand
in official shoots for the world

SK TELECOM
championship of league of legend
that will take place between each
stage of the competition circuit.

T1
Having a great impact on the Z generation,
esport is now a sport of great notoriety for
young consumers.

Moncler will be sponsoring the League

of Legend team Sk Telecom T1 on a one-
year contract. This team has a worldwide
reputation for its competitive performance
in the League of Legend video game and is
now a household name in terms of visibility.
Importantly, this team also has the star
player named “Faker”, who is considered the
greatest League of Legend player of all time.
 In addition, the implementation

MONCLER
of a 3D environment will be useful
in transmitting the vision of the

INFLUENCR
Moncler brand in a new apocalyptic

STRATEGY
world. In this way, through their

X
social network Instagram the
influencers will post stories and
publication of the different

VIRtuAL
collections of Moncler Fusion.

Finally, the chosen influencers

are very crucial to moncler’s new

INFLUENCER
strategy of integrating a digitalized
world, as a new way of promoting,
these new virtual influencers will
provide a full interaction to the core
target: the generation Z.

In addition to the Esport team, the chosen

brand ambassadors for Moncler Fusion will
be the virtuals influencers imma.gramm ,
livinthefuture and Knox Frost . The selection
of these influencers meet the criteria of
Moncler’s expansion into digitalization, as
their impact on the generation z .

To do so, integrating the ambassador

into the communication plan, will allow to
transmit the values and the futuristic notion
which the brand intends to provide.
 STORE EVENT
Finally , the set up of the pop
up store will be entirely made of

MONCLER
wood and cardboard, introduce to

POP UP
be to the side of his core target,
this new pop up store installed in
the Courchevelle valley, will be for

FUSION Moncler the perfect opportunity

to display the different moncler
fusion collections.

POP UP

v
For the promotion of Moncler Fusion
collections, Moncler will set up a fake landing
spaceship crash in the Courchevelle valley
(Famous luxury sky station ,France) .

Notably, inspired and influenced by Burberry’s

pop up store, the brand will offer a new
experience following the new apocalyptic
theme introduce by Moncler. The storytelling :
The world is devastated by a relentless storm,
however the crew of the ISS still orbiting
the earth is still trapped. In lack of food,
the crew must resolve to return to earth,
thinking that it is uninhabited, the crew ends
up crashing in the Alps.
 POES
P In order to promote the new collections
of Moncler fusions , the media chosen to
diffuse the advertising campaign will be
As a primary resource, Moncler will use
its social networks such as Facebook,
Instagram and Youtube to broadcast images
O
online. It will be essential that the media of the various Moncler Fusion collections,
chosen for this strategy target the core context and activities related to the year-
audience of the one year campaign : the long project. In addition, the collaboration
generation Z. Thus, the media involved in with Moncler X The Fabricant and Moncler
the participation will be mainly directed X Cyberpunk 2077 will allow consumers to
towards young and innovative media interact with the metaverese platform where
such as Vice ID,Dazed, Another Mag and they will be able to directly integrate their
Muse Magazine. Also, selected key words outfit to their avatar. Furthermore, to create
from Google Ads Search engine, Youtube more engagement with the consumer, on the
advertising and Instagram advertising will Moncler website, a section will be dedicated
be used to relate the campaigns. Moreover to the Moncler Fusion project where users
, the one year campaign paid media will be able to discover all the storytelling
strategy will include the collaboration with and news of the one-year project proposed by
the South Korean E-sport team SK Telecom Moncler.

E
T1 and the different virtual influencer
chosen to represent Moncler.
During the moncler pop up store in Courchevelle, Moncler intends to take
advantage of this great event to surprise and reach a maximum audience in
the media. In addition, the various collaborations introduce by Moncler to
integrate the metaverse during this year campaign such as Moncler X The
Fabricant , Moncler X Galactik Football or Moncler X Cyberpunk 2077 will serve
to create a consumer craze on the social medias around the new moncler
collections.
 CALENDAR
MAYJUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR
MONCLER FUSION
COLLECTIONS DROP
THE LAST FROST
CAMPAIGN
MONCLER FUSION
POP UP STORE
GALAKTIC MONCLER SOCIAL
MEDIA CAMPAIGN

MONCLER NFT
COLLECTION
CYBERPUNK 2077
PRODUCT PLACEMENT
VIRTUAL INFLUENCER

SK Telecom T1
SPONSORSHIP
BUDGET
 vv

CONCLUSION & vision I.

To conclude, through Moncler Fusion
project , the aim is to establish Moncler
in a real long term digital vision. To do
so , Moncler will create its own universe.
Based mainly on innovation, future and
authenticity, the project of Moncler
Fusion will be composed of 3 acts, each

II.
of them lasting 1 year, the first year is
thus dedicated to the introduction of an
apocalyptic icy universe. The second act
will be dedicated to the reconstruction
by the humans of this apocalyptic planet.
Finally, the third act will focus on the
successful restauration of the planet and
will bring a vision of an ultra futuristic
civilisation.

III.
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Alexandre RAYMOND