Italian luxury group Moncler has made the strategic decision to bring its e-commerce channel in-house, in an effort to significantly increase its share of online business over the next three years. Currently, online sales make up 10% of Moncler’s total sales, with an equal split between the company’s own website and third-party platforms.

Previously, Moncler relied on a partnership with online retailer Yoox Net-a-Porter (YNAP) to manage its e-commerce business. However, this agreement came to an end earlier this year, prompting Moncler to take control of its online operations. The company will start directly managing its e-commerce in the United States and Canada from October 2020, with plans to launch a fully integrated e-commerce platform in 2021.

In addition to establishing its own e-commerce infrastructure, Moncler also intends to leverage the power of artificial intelligence (AI) in various aspects of its online operations. This includes utilizing AI for product recommendations, enhancing client service interactions, optimizing merchandising efforts, and even implementing AI-driven pricing strategies.

By bringing its e-commerce operations in-house and embracing AI technology, Moncler aims to strengthen its digital presence and tap into the growing trend of luxury shopping online. This move signifies the company’s commitment to not only adapt to changing consumer behaviors but also to provide an elevated online shopping experience for its customers.

With the luxury retailer’s plans to focus on its e-commerce channel and harness the potential of AI, it will be interesting to see how Moncler shapes its online strategy in the coming years.

Useful links:
1. Business of Fashion: Moncler Doubles Down on Digital and AI
2. Retail Dive: Luxury Apparel Retailers Seize E-commerce Opportunity