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The Business of Fashion Podcast

Moncler CEO Remo Ruffini Talks 'Genius' Strategy | Inside Fashion

The Business of Fashion Podcast

The Business of Fashion

Fashion & Beauty, Business, Arts

4.6770 Ratings

🗓️ 14 June 2019

⏱️ 29 minutes

🧾️ Download transcript

Summary

Speaking in conversation with Imran Amed, the chief executive of Moncler discusses the outerwear brand's game-changing Genius strategy and why the company now feels more like a start-up.

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Transcript

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0:00.0

For years, Montclair, you know, you co-owned it with private equity investors, but it's almost five years that it's been a public company. How is that?

0:11.0

For a company like Montclair, for a company, the luxury market, the vision, the strategy, the long-term vision is super important.

0:18.1

If you care about the quarter, I mean, it's very, very dangerous.

0:22.0

How did you know that you needed to change?

0:24.4

I started soon to think, you know, we need every month something. Content is very important,

0:31.0

sometimes much more important than a product, you know, because the people they want interaction.

0:34.9

Genius means every month, one idea, one design, one editorial project.

0:39.5

I mean, you must build up your own community.

0:44.2

Hi, this is Imran Ahmed, founder and CEO of the business of fashion.

0:48.1

And welcome to Inside Fashion.

0:50.3

This week, I sit down with Montclair chairman and CEO, Remo Rufini.

0:56.2

Now, the fashion industry has been paying close attention to what Ramos been up to because

1:00.3

he's launched this new model.

1:02.1

An operating model he calls Montclair Genius, where he works with multiple different designers

1:07.0

and then delivers Montclair collections at a monthly cadence. It required him to completely

1:14.2

restructure and reimagine the way Montclair works internally from a supply chain perspective

1:19.6

and externally from a communication perspective. And so far it seems to be working. The market

1:25.1

value of Montclair today is almost 10 billion euros,

1:29.1

and everyone is talking about this genius model,

1:32.0

and some people are copying it too.

1:34.3

I sat down with Remo to get all the details.

1:36.3

So here's Ramo Rafini inside fashion.

...

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