MILAN — Moncler has stepped up the acceleration for its footwear category. This strategic priority is a top priority.
The brand will release its new footwear collection in September and later in the month.
The category will account for 10% of Moncler’s revenues by 2025. However, Chairman and CEO Remo Ruffini believes that footwear is not just a business driver but a way to connect with Moncler global communities.
Ruffini stated that although Montcler’s footwear business had been growing well in the past year, it is still far below its true potential. Ruffini made this statement during his May opening speech to Capital Markets Day. “Now, we are ready for this challenge. Our Moncler communities know that sneakers are essential.
Ruffini spoke out at that time about his vision for the company as a “community magnet,” going “one-for-1, one-for-all digital” and embedding sustainability across the company. “Consumers are just people who have a transactional relationship with the brand. They come and go.” He said that they believe in the power to build and engage with communities through long-term relationships.
Additionally, the executive knows that footwear will allow Monclerto to unleash its market potential as it plays a “critical function” in markets like the U.S.
The company created a dedicated footwear department with a team of designers with specific knowledge and experience in this segment. Nathan VanHook is Moncler’s head of footwear design. He was previously the head of footwear design at ACG Nike. He is also responsible for the iconic Yeezy “Red October,” which Nike and Kanye West created.
Moncler named Gino Fisanotti as its chief brand officer last year. After 23 years with Nike, he joined Moncler as the top brand officer. He rose from marketing and retail roles in South America and Europe to vice president of North America sportswear and vice president for marketing. Finally, he was appointed its first brand creative director. His arrival at Moncler was a significant step in developing a footwear company.
The mountaineer heritage inspires Moncler’s footwear collection. It aims to bring out the best of nature and luxury in daily city wear.
There will be four segments to the lineup — street, city, and outdoor — that explore new shapes, proportions, and manufacturing techniques.
Moncler plans to build an industrial hub in the company’s backyard, allowing it to unleash its full potential. Moncler will continue to rely on its long-standing partners but is now considering vertical production and purchasing facilities with solid manufacturing expertise.
Trailgrip GTX is a low-top sneaker that’s 100% waterproof and features Gore-Tex technology. The Trailgrip GTX low-top sneaker is made from flexible carbon-fiber plates that provide dynamic support and responsive cushioning to maximize energy output. Carbon fiber chassis can be used as a rock plate for underfoot protection, comfort, speed, and endurance.
Moncler has teamed up with renowned outdoor specialists Cordura and Gore-Tex to offer traction thanks to its Megagrip lugged rubber soles. For added comfort and stability, the Ortholite Sockliner can be found underfoot.
The moncler.com exclusive 1952 Trailgrip low-top sneaker features a bold green crocodile-textured upper. Sergio Zambon’s 1952 ready-to-wear collection features the same color.
The retail price range for Trailgrip sneakers is 440 to 695 Euros.
The Trailgrip GTX High is inspired by Moncler’s mountaineering heritage and features a variety of hiking boots. Cordura, Cordura, Cordura, premium leather and Nubuck are all available. There is also a Gore-Tex waterproof membrane and breathable membrane. A TecTuff rubber rand adds durability. The shoes are sturdy but lightweight.
Trailgrip Apres High snow boots are more challenging by the waterproof Goretex membrane and Vibram Megagrip sole. This ensures that you can take on any snowy slopes. The puffer-style top provides extreme warmth and comfort.
The futuristic Acqua and Acqua High boots have a futuristic appearance. They are waterproof and can be removed to become house slippers. Rubber soles provide excellent traction.
Moncler shared the sneaker collection’s initial and social media reactions at its Milan headquarters. The company reported a 14 million organic reach in its first week. The shoes were tested on a mountainous, rocky floor. The new sneaker community members met up to discuss the designs and listen to music from Julianknxx or Kelsey Lu.
Moncler Group, which includes Stone Island, also blunders through the first half, exceeding analysts’ expectations. They saw a 46% increase in revenues to 918.4 million euros, constant exchange. The Moncler brand saw sales rise 27% to 724.3 million euros at constant currency.