How Moncler Won The Luxury Gen-Z Market In China

What Happened: On October 29, Moncler launched its China-exclusive Moncler Young Icons collection with the unveiling of an immersive project called “Pladis: Data Universe.” The pop-up installation, which was created by the Los Angeles-based multi-media artist Reif Anadol, was open for the public between October 30 and November 1 at Shanghai Reel Square. On the social arena, the campaign’s 45-second video — starring the three Gen-Z talents actor Shi Pengyuan, dancer Su Lianya, and model Yang Yingge — garnered over 5 million views on Weibo within one week.

Jing Take: The Moncler Young Icons collection was tailor-made for digital-savvy, young Chinese consumers — from its product development to its social activations. Though their social followings are smaller relative to A-list celebrities, the three young stars possess high social user stickiness, thanks to their different talents and consistent exposure in blockbuster dramas or reality shows.

Meanwhile, the Moncler immersive space, which reimages physical merchandising through the lens of curation, resonated well with local art-goers. The innovative presentation not only facilitated a dialogue between contemporary art and fashion, but it also drove positive social traffic on Weibo through “Instagrammable” images from the event. As Remo Ruffini, Moncler’s chairman & CEO, said during the brand’s H1 2020 earnings call: Every project must be “inspired and designed to fit digital platforms perfectly.”

By partnering with emerging celebrities and diversifying its omnichannel touchpoints, this agile luxury player has become a leader in the quest for Gen Zers’ attention and dollars in China.

The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.