This took me by surprise. Moncler announced that the house will discontinue its GAMME BLEU and GAMME ROUGE runway collections after the S/S 2018 season, announcing a new strategy in the coming weeks. Because of this development, they also part ways with Thom Browne and Giambattista Valli, who designed the fashionable sub-labels of the outerwear brand that has more than a $1 billion revenue per year. Browne was in charge for GAMME BLEU, the line for men, since 2009. Valli partnered first with Moncler in 2008 for GAMME ROUGE, the womenswear collection.
Moncler is highly successful at the moment with high growth rates. This, of course, brings competitors in the game, trying to get on the gravy train as well. So, Moncler might prepare itself for a new consumer behavior, faster and more volatile.
While I was in Milan a few weeks ago, the Italian outerwear brand opened its new 800-square-metre flagship on Via Montenapoleone with a fantastic party. They even transformed the famous shopping mile into a winter wonderland and fake snow was falling from above the windows. Inside, products from their different lines, still including the Gamme collections, are presented next to each other and not divided into different departments.
I am curious to hear more about the brand’s new strategy. The wheels in fashion are turning, and obviously faster and faster…
Photos: Courtesy of Moncler, © Sandra Bauknecht