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03 · Moncler
Moncler: Elevate Every Sip with Alpine Luxury
A brand extension that takes Moncler beyond apparel into premium coffee, anchored by an après-ski café in Courchevel, France.
DisciplineBrand extension · Go-to-market
TeamWith Jenil Askew
FormatStrategy concept
“Moncler: Elevate Every Sip with Alpine Luxury”
Objective
- Extend Moncler's identity into consumable luxury.
- Draw on the brand's mountain heritage.
- Deepen engagement through physical experiences.
- Open a new revenue stream.
Deliverables
- “Moncler Espresso” brand extension
- Product line: blends, accessories, gift sets
- Pricing, positioning and target segments
- Competitive analysis of the luxury coffee market
- Après-Ski Café concept and location strategy
- Seasonal, digital and sourcing strategy
Key learnings
- Extending a fashion house into a new category without losing its identity.
- Context is what makes an extension feel authentic.
- Designing luxury rituals and environments.
- Pricing in non-fashion luxury.