Moncler barks up the right tree for Chinese New Year
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Moncler barks up the right tree for Chinese New Year

How important is China to Global fashion brands? To answer that question, check out how they celebrated Chinese New Year in 1998. In 2018, things are very different. Moncler is joining the likes of Gucci by celebrating a festival that, 20 years ago, was not on any European fashionista’s calendar. This is powerful sign of how tied up with Asia – and China in particular – the luxury sector has become.

Conspicuous consumption (despite its evolution into a less-gaudy trend) and genuine sophistication (which lets Chinese consumers appreciate what’s “hot” – both artistically and practically) is driving sales in the world’s most populous country. And no company that plays on the world stage can afford to ignore it.

Moncler’s share price has risen by 48% over the past 12 months

graph 0102 moncler

Source: Yahoo Finance

Chinese New Year is just days away, beginning on Feb 16. This year will be the Year of the Dog (the Earth Dog, to be precise) – a sign generally assumed to promise significant financial success, but perhaps a little stress and some health worries. No surprise, then, that when it comes to a dedicated collection celebrating the event, Moncler’s doing it doggy style.

graph 0102 moncler 2

Source: Moncler – courtesy photo

Moncler is debuting a four-item lineup of outerwear and accessories that reference man’s best friend. This “capsule collection” will include a men’s bomber jacket, a women’s parka coat, a baseball hat, and “a special down jacket conceived for small-sized dogs.” Prices for the male and female jackets start at $1,500 and $2,140, respectively.

The collection will be available from 8th Feb at Moncler’s flagship stores and online.

Disclosure

Dominion holds Moncler in its Global Trends Luxury Fund.


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