Moncler makes some extremely expensive outdoor garments, but is it considered a luxury brand?
Moncler certainly is a luxury brand, effectively ticking all the boxes required to be categorized as such. It’s a considerably expensive brand, its products are substantially exclusive and never on sale, and only the finest materials are used in its production processes.
Read on to learn more about Moncler its ascension to the loftier ranks of luxury apparel.
Flying From Its French Foundations
When Moncler was founded in 1952, the outdoor clothing industry was still a relatively young one. It was only a few decades prior to this that people commonly wore heavy woolen coats to defend against the cold.
In 1936, an American adventurer created a jacket that, unbeknownst to him, would come to dominate this industry, decades later. Eddie Bauer designed and created the world’s first down jacket, encasing feathers within high-quality fabrics.
Today, this type of jacket makes up the majority of the outdoor clothing market and constitutes a huge portion of Moncler’s range. The down jacket is almost considered the de facto standard for outdoor coats and jackets, as, for almost a century, it has proven to be extremely effective.
Although it took a considerable amount of time to gain traction, brands like Moncler recognized the potential in outdoor clothing and equipment. The brand found its feet in the manufacture of quilted sleeping bags, but it would expand into other markets within just one year.
What started as a humble company in Grenoble, France, would eventually blossom to become one of the leading names in outerwear. Moncler’s quilted down jackets would be put to use by explorers and competitors in the Winter Olympics, among others.
Throughout the eighties and nineties, Moncler started looking towards fashion and couture, creating more revolutionary and extravagant designs. As time went on, the brand arguably diverged from the path of practicality and focused more on aesthetics, but it certainly retained global popularity.
The Price Of Popularity
Of course, as the popularity and brand image rose, so too did the value of Moncler’s products. These days, you’ll be hard-pressed to find a Moncler jacket for fewer than one thousand dollars, and they regularly reach highs of several thousand dollars apiece.
In 2003, the entire brand was purchased outright by an Italian businessman by the name of Remo Ruffini. After a decade had passed, Ruffini floated the organization on the Milan Stock Exchange, to a great and successful reception.
However, as a luxurious brand, Moncler doesn’t rely just on the popularity factor to generate sales. Reportedly, the materials used in the production of Moncler products are top-shelf, and the end result is durable, resilient, and capable jackets.
Moncler has stated that the down used in their jackets is second-to-none, and considered to be the highest-quality feathers available. It was also revealed some time ago that any fur lining (particularly hoods) on Moncler coats is natural fur, taken from coyotes.
The manufacture of these products is considerably expensive, and that does go a little way towards explaining why Moncler is so high-value. Ultimately, Moncler charges the prices it does because, quite simply, consumers continue to pay them without any issue.
We Wear Exclusivity
Moncler’s jackets aren’t for the average shopper. That’s a fact that is made very clear by the price tags on these items, which can regularly reach the three or four thousand dollar mark.
This aspect alone drives up the luxury factor of Moncler, as the super-rich just love owning things that other people cannot. Like other luxurious brands, Moncler doesn’t hold sales, meaning their products won’t ever be made cheaper or more affordable.
It’s why you’re more likely to see brands such as Canada Goose, The North Face, or Helly Hansen worn in the winter months. While they’re still quite expensive, they’re more readily available than Moncler and are often subject to sales and discounts.
However, that doesn’t mean that Moncler is completely better than these other brands. In fact, it can be considered quite the opposite, as brands such as Canada Goose are regularly rated as a more practical choice than the exclusive and expensive Moncler brand.
Moncler might be valuable, the better fashion choice, and worn by the world’s elite, but that doesn’t make it the most sensible choice. If you’re looking for better warmth and protection, there might be more suitable choices out there.
If you’d like to read an article discussing the key differences between Canada Goose and Moncler, and which is ultimately the best, you can do so here.