In the modern day, there are very few brands that can have the same appeal on the streets of Milan, the ski slopes of Alpine France and the cities of England without compromising elements of their identity or ethos at any point. It’s an immense achievement to retain a sense of ‘self’, particularly as a luxury brand, when the forces of the market pull you across several continents towards an increasingly diverse customer base with disparate consumer demands and expectations. And yet with all these potential issues presented to them, buy Moncler manage to retain that unequivocal identity that continues to receive and envious gaze from the rest of the fashion world.
To understand Moncler you have to go back to their post-war roots in the Alpine city,cheap moncler jackets Grenoble, France. The positive financial performance of Western Europe in the second half of the twentieth century, which benefitted Grenoble hugely goes some way to explaining the conditions in which the brand eventually came to exist. As both a large University town and a national destination for research, technology and innovation industries Grenoble was something of a breeding ground for the facilities and skills sets required for a performance brand. Originally their output consisted largely of sleeping bags and tents prior to an expansion which saw the company move towards a performance fashion model. With the innovative qualities of the region as well as the wider Alps emerging style, cheap Moncler was, as the cliché goes, born to be different.
There’s little difference in the company’s current approach either. They continue to act as an authority on technology and design within the field. Many have imitated their coveted work, many have failed. Recent collaborations with designer Craig Green along with a growing presence on the runway have really pushed the brand into the upper echelons of fashion. What was once a performance fashion brand, now in many ways has two faces, performance and fashion. That isn’t to say one comes at the expense of the other. Both of these faces integrate technology and exclusivity into their models, in equal measure, the only difference; the resulting product.
Of their product offering, it is best Moncler’s down jackets which are most recognisable, though the brands crest adorns everything from jackets to polo shirts. Each garment is crafted with true attention to detail, an eye for design and a nod to technological progress.
Moncler has launched ‘The House of Genius’, a new concept store for its Genius collections. Launched in New York and Tokyo this week, the stores will be in place until late 2018 and will also feature in more than 50 pop-ups within the brand’s monobrand boutiques, in several department stores and selected boutiques worldwide.
The House of Genius stores in New York and Tokyo, and the pop-ups in the perfect Moncler monobrand boutiques redefine the concept of temporary space and reserve an unprecedented Moncler experience for the consumer, rewriting the rules of the single brand, which becomes concept store.
Designed with an all-round curatorial approach, the two concept stores in New York and Tokyo are designed as interactive spaces, animated by special activities to connect them even more and to establish a close and comprehensive contact with the metropolitan context in which they insert themselves.
Unique creations can only be found at the stores, developed with the designers of the copy Moncler Genius project and sometimes implemented with highly significant specialised co-branding. ‘Today’s world has change enormously,’ says Remo Ruffini, chairman and CEO of Moncler. ‘Communication has been totally revolutionised. The consumer wants to see something new everyday and expects new shapes and languages to interact with a brand. replica Moncler Genius represents the way in which the brand projects into the future. A future that starts now.’