Inside Moncler’s ‘Genius’ Strategy
The Italian brand’s ‘Genius’ project, involving monthly collaborations with a collective of guest creatives, is the luxury fashion industry’s most compelling answer to a post-internet world where consumer expectation is shaped at the speed of Instagram. But operationalising the approach was a massive undertaking, requiring tighter coordination among departments, changes to company culture and heavy investment in logistics and delivery. How did they do it?
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