The largest store Moncler has ever built is for clients who do not live in New York.
On September 10 the brand unveiled a 23,680-square-foot flagship on Fifth Avenue, designed by Gilles & Boissier, with the second floor given entirely to Moncler Grenoble and a new made-to-order atelier, Moncler to Measure.
The third quarter tells the other half. Americas revenue grew 2% at constant currency, slowed by weaker summer traffic where brand awareness is thinner. Luciano Santel, Group Chief Corporate and Supply Officer, named the places: Austin, Detroit, Minneapolis, and the stores opened this quarter in Oak Brook, outside Chicago, and Valley Fair in San Jose, where Moncler is "not very well known, not yet". Almost all the business there comes from new clients. Fifth Avenue, he added, draws most of its traffic from visitors arriving from other states.
That is the design. The flagship exists so clients from Austin want Moncler before Moncler is at home in Austin.
The atelier follows the same logic. Moncler to Measure runs in New York and in Paris, where the Champs-Élysées store gained a new area for top clients, and Santel does not expect it to reach the 300-store network. The visible house is on Fifth Avenue. The part clients cannot find at home stays at two addresses.
The store has run at plan or slightly above since day one, the company says. Moncler put its largest store where clients visit, and its next clients where they live.
Rafael Carlesso reads where desire is built or lost, from image to price. The financial results follow, and they test the reading. Based in Milan. Quoted twice by Reuters on LVMH.
Photography by Moncler.
The keynote, From Heritage to Algorithm, shows what makes luxury clients choose a brand again.
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