DIRECT MARKETING PROJECT FEATURING MONCLER
The objective of the final project for a Direct Marketing course was to Launch a new product category for an established brand and generate a direct marketing business plan for short-and-long-term that reaches a broader consumer base.
MONCLER EXPANDS INTO SNOW SPORT EQUIPMENT
THE BEYOND PERFORMANCE COLLECTION
SNOWBOARDS
SNOWBOARDS
PRODUCT
Wood, fiberglass board
Digital-print Topsheet
PRICE
$2950
€2807
SKIS
SKIS
PRODUCT
Wood, fiberglass board
Digital-print Topsheet
PRICE
$2750
€2501
SKI POLES
SKI POLES
PRODUCT
A blend of aluminum and carbon
Biodegradable EVA grip
Easily removable strap for when skiing in avalanche terrain.
PRICE
$540
€521
SNOW GOGGLES
SNOW GOGGLES
PRODUCT
Seperical Carbonix-X lens for optics and impact resistance Fog-X anti-fog inner lens for fog-free performance. The Moncler strap is silicon-backed to ensure maximum stability at all times.
PRICE
$720
€695
PLACEMENT
The Beyond Performance Collection is available directly from Moncler’s website and in select locations in major cities and large ski towns in the United States and Europe.
New York, Vermont, Montana, Pennsylvania, Illinois, Wisconsin, Michigan, Colorado, Utah, Nevada, California
Locations in America
Locations in Europe
Germany, France, Switzerland, Italy, United Kingdom
Introducing the new category to loyal customers through email and text blasts. Giving limited-time exclusive access to view and shop the collection to members signed up for the Monclar app.
Ensuring a one-year warranty money-back guarantee if unsatisfied with the product’s performance.
Holiday premium member offers online shoppers the opportunity to create an account on the Monclar App with a minimum purchase of $7500 and receive a complimentary unique seasonal ornament or a monogram throw blanket with their online order.
Available only from November through December.
Moncler’s newsletter introduces a seasonal product personalization offering. The Beyond Performance collection is a perfect gift for yourself or a loved one; get a pair to match that can be customized with initials or quotes on the skis or snowboards for an additional dollar amount.
Offer available online only from December 10th through January 31st.
Mini YouTube Series “WHY I CHOOSE MONCLER™”
Asking people on the streets in different cities worldwide Why they Choose Moncler?™
Utilize Moncler’s owned media by promoting the series through reels on Instagram and TikTok to improve viewership and engagement for Moncler’s YouTube series.
Promotional Trip
Weekend Ski trip with influencers and celebrities to build brand awareness and engagement with the brand and the Beyond Performance Collection through social media and Public Relations. A trip to Canada sponsored by Moncler where Influencers/celebrities partake in the exclusive trip to create and share content as they experience Moncler’s existing collections and the brand’s new product extension.