Moncler Is Adapting to Social Media With New 'Genius' Approach

Moncler Is Adapting to Social Media With New 'Genius' Approach

Most recently, in November, Moncler collaborated with KITH.

Most recently, in November, Moncler collaborated with KITH.

Text: Megan Armstrong

Moncler is the latest big brand to adapt the way it communicates with customers. Almost completely gone are the days when brands only fed hungry followers every six months or so. As Moncler president and chief executive Remo Ruffini put it, "You cannot talk to your customer every six months; you need to talk every day." And so, Moncler has introduced its new 'Genius' approach, in place of seasonal Gamme Bleu/Gamme Rogue runway partnerships with Thom Browne and Giambattista Valli.

Inspired by its most popular item, ski jackets, Moncler has launched a website introducing 'Genius.' The site says, "Creativity is our energy. Multiplicity is our strength. Truthfulness is our credo. Change is what drives us forward. Moncler is continuing to explore the surrounding spirit of its uniqueness. The future starts now." Actually, the future for Moncler 'Genius' starts on Feb. 20.

'Genius' will include monthly collections and content with guest collaborators. So far, the announced collaborators are Pierpaolo Piccioli (Valentino),Karl Temper, Kei Ninomiya, Craig Green, Simone Rocha, Hiroshi Fujiwara, Francesco Ragazzi and Moncler's own Sandro Mandrino. "We were never based on fashion," Ruffini added. "We were always based on uniqueness and energy."

Credits: Photo via Moncler

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