Moncler to take control of its e-commerce operations

Dive Brief:

Moncler on Monday announced it will manage its own e-commerce operations as part of a new digital strategy that aims to double its share of online business in the next three years.
In the U.S. and Canada by October 2020, the company will begin bringing its e-commerce operations in house with the goal of completing the process by 2021. By next year, the retailer will also introduce its omnichannel e-commerce platform, according to the company.
The retailer also noted that it will continue livestreaming programs following its Weibo livestream for the 7 Moncler Fragment Hiroshi Fujiwara collection, which garnered 32 million views in one day. It also will implement an RFID-NFC anti-counterfeiting system as well as invest in artificial intelligence capabilities.

Dive Insight:

Moncler hopes to double its e-commerce business over the next three years now that it is implementing a new digital strategy, according to Remo Ruffini, Moncler's chairman and CEO. The luxury retailer previously managed its e-commerce operations in collaboration with Yoox Net-a-Porter Group.

"We have decided to directly manage our e-commerce, and soon we will offer a new platform concept where the experience will be at the center of an ever more tailored customer journey," Ruffini said in a statement.

As Moncler works through its digital strategy, other apparel retailers have been struggling to stay afloat, especially with a larger shift to e-commerce. Analysts predicted early on in the COVID-19 pandemic that the pivot to online wouldn't be enough to make up for losses from brick-and-mortar stores being closed.

The company's decision echoes a broader trend of retailers experimenting with and expanding their digital efforts, including telecommerce and livestreaming and connecting with customers virtually. In addition to its livestreaming efforts, the company also noted that it plans to use video messaging and digital appointments, joining other retailers like Suitsupply, David's Bridal, Jared and Armoire in offering virtual experiences.

"At Moncler, every project ranging from the definition of collections to product development and events' concept definition should be 'digital first' and must therefore be inspired and designed to perfectly fit digital platforms as the first touchpoint with the customer, to then be spread across all other channels," Ruffini said.