On September 25, 2018, Moncler announced the launch of its Moncler Genius collections on an exclusive pop-up store on Tmall Luxury Pavilion, Alibaba Group’s dedicated luxury platform catering to high-end shoppers in China.
The Moncler Genius project houses eight different collections, each one devoted to a singular creative mind while incorporating facets of the Moncler identity under the motto “One house, different voices”. The company first presented the collections during Milan Fashion Week through the Moncler Genius Building project on February 20, 2018 and is now officially launching all of the Moncler Genius Collections.
To mark its first cooperation with Alibaba Group, Moncler launched the Moncler Genius pop-up store on Tmall Luxury Pavilion (Pavilionspace.tmall.com) on September 27 for a limited time to provide customers with a new immersive digital shopping experience.
Tmall Luxury Pavilion is a virtual app within Tmall, offering the look and feel of pure luxury that shoppers would get in a traditional boutique – with customized search, intelligent recommendations and in-season, on-trend luxury offerings.
“Moncler Genius is a vision that goes beyond seasons, bringing together complementary and diverse products that become a platform for creativity. It is able to establish a daily dialogue with the consumer, while marking a new and important chapter for the brand, in terms of both approach – looking at all generations – and communication – looking at digital.” said Remo Ruffini, Chairman and CEO of Moncler. “Digitalization opened a new era, and luxury brands are adapting to changing shopping habits as the sector attracts younger consumers who are constantly seeking eye-catching new items.
“Tmall Luxury Pavilion is the preferred platform of millennial, digital-savvy luxury shoppers who are seeking innovative and exclusive experiences such as the Moncler pop-up shop. We look forward to leveraging our unparalleled technology and consumer insights to effectively engage with Moncler’s consumers both today and into the future,” said Jessica Liu, President of Tmall Fashion and Luxury.
The eight designers participating in the Moncler Genius project were chosen due to their distinctive styles. Each Moncler Genius collection has at its core the classic Moncler down jacket, which has been presented in a variety of styles in order to cater to the individual needs of all customers, including the demands of younger generations.
Six of the Moncler Genius collections will be available on the Moncler Genius Tmall Pop-up Store immediately – Moncler 1952, Moncler Simone Rocha, Moncler Craig Green, Moncler Noir Kei Ninomiya, Moncler Fragment Hiroshi Fujiwara and Moncler Palm Angels. They will be presold exclusively online on Tmall starting from September 27 and will then be available on moncler.com as well as in Moncler’s pop-up stores offline beginning of October 4. Moncler will also offer The Yellow capsule, an exclusive collection specially designed for the Moncler Genius Pop-up Store.
Moncler Genius Tmall Pop-up Store represents a bold step for the brand’s retail expansion into the digital sphere. It takes a real breakthrough and looks at the future.