How does Moncler use data and AI in design, clienteling and supply chain?
Moncler's public record shows AI first in planning, quality control and replenishment, then in clienteling tools and a redesigned website. What it discloses, and what it does not, is instructive.
KEY TAKEAWAYS Summary by the editors
- In July 2020 Moncler said AI already supported its quality control, warehousing, demand planning and store replenishment, and would be extended to product recommendations, client service, merchandising and pricing.
- Moncler's client advisors use an app called Monclient to check stock across channels, take digital payments and handle after-sales requests, according to the company's 2020 digital strategy release.
- Moncler brand revenue was 2,720.9 million euros in 2025, with direct-to-consumer channels accounting for 86.7%, which gives the brand first-party data on most of its sales.
- Fashionbi reports that Moncler launched a redesigned Moncler.com in September 2025 developed with Google generative AI technology, with 27% more time per session and 49% higher mobile engagement.
- Moncler has not publicly described using generative AI in garment design, so its design-side lesson is about data feeding creative decisions rather than AI creating products.
Moncler uses data and AI mainly behind the scenes: in demand planning, replenishment, warehousing and quality control, and in tools that help client advisors serve customers across channels. Its most visible recent step is a redesigned Moncler.com built with Google generative AI technology. The company has not publicly described using AI to design garments, which is itself a useful signal for luxury brands weighing where AI belongs.
What has Moncler said publicly about AI?
The clearest primary statement is Moncler's digital strategy announcement of 27 July 2020. In it, the group said it was shifting from "big data" to "smart data" to build a fuller view of the consumer and make faster decisions. It stated that artificial intelligence already supported quality control, warehousing, demand planning and store replenishment, and that AI would be extended to product recommendations, client service, merchandising and pricing.
The same release set out the organisational side. Moncler created a Digital, Engagement and Transformation function, strengthened its local digital team in China, and took its e-commerce in-house by ending its collaboration with YOOX NET-A-PORTER GROUP, with the rollout starting in the US and Canada in October 2020 and completing in 2021. Chairman and CEO Remo Ruffini set the goal to double the share of online business over three years.
| Stage | What Moncler or reputable press has reported | Status |
|---|---|---|
| Planning and supply chain | AI support for demand planning, store replenishment and warehousing | In use (2020 release) |
| Quality | AI support for quality control | In use (2020 release) |
| Clienteling | Monclient app for cross-channel stock, payments, after-sales; video and remote selling | In use (2020 release) |
| Merchandising and pricing | Planned extension of AI to merchandising, pricing and recommendations | Announced intent (2020) |
| E-commerce | Moncler.com redesign developed with Google generative AI technology | Launched September 2025 (Fashionbi) |
| Authenticity | RFID-NFC garment verification, upgraded with blockchain | Announced 2020 |
| Design | No public disclosure of generative AI in garment design | Not disclosed |
How does Moncler use data in clienteling?
Moncler's clienteling relies on giving advisors access to the full picture. According to the 2020 release, client advisors use the Monclient app to check stock across channels, take digital payments and handle after-sales requests without going to the till. Video messaging, digital appointments, distance selling and "phygital" events support relationship-driven selling. A livestream on Weibo for the 7 Moncler Fragment Hiroshi Fujiwara collection reached 32 million views in one day, the company said at the time.
The commercial structure makes this data unusually rich. Moncler's FY2025 results show the Moncler brand generated 2,720.9 million euros, of which 2,359.6 million (86.7%) came through direct-to-consumer channels and 361.3 million (13.3%) through wholesale, which declined 4% at constant exchange rates. When most sales pass through owned stores and owned e-commerce, the brand holds first-party data on most transactions, which is the prerequisite for any meaningful clienteling or personalisation model.
What changed on Moncler.com in 2025?
According to Fashionbi's analysis of the group's 2025 reporting, Moncler launched a redesigned Moncler.com in September 2025, developed with Google generative AI technology. The company reported that visitors spent 27% more time per session and that mobile engagement rose 49%. Moncler has not detailed in its results materials which features use generative AI, so brands should treat these as engagement indicators rather than proof of revenue uplift. The FY2025 press release itself notes that the physical channel continued to outperform online.
Does Moncler use AI in design and product development?
Not publicly, at least not in the way generative design tools are usually discussed. Moncler's FY2025 materials describe product work such as Stone Island's Denim Research capsule, and Fashionbi reports expanded knitwear production in Italy and continued strengthening of outerwear manufacturing in Romania. None of these sources describe AI generating designs. For a brand whose value rests on technical outerwear and creative collaborations, the data's role is to inform the creative process (which styles sell where, which sizes run short, which materials return) rather than to replace it.
That is a defensible position. Design teams in luxury tend to gain more from reliable sell-through, return and regional demand data than from image generators, and the reputational risks of visible AI imagery in luxury are well documented across the industry.
How does data support Moncler's supply chain and brand protection?
Beyond planning and replenishment, Moncler uses technology to protect the product itself. The 2020 release described an RFID-NFC system that lets customers verify a garment with a smartphone, then being upgraded with blockchain. Fashionbi reports that the group uses NFC authentication and Certilogo technology for anti-counterfeiting and traceability, and that Moncler and Stone Island removed hundreds of thousands of counterfeit listings and products during 2025. Unique item identifiers of this kind also create the data foundation that product passport rules in Europe will require.
What can other premium brands learn from Moncler?
- Own the channel before the algorithm. In-sourcing e-commerce in 2020 gave Moncler control of customer and inventory data that later digital and AI work depends on.
- Start with operations. The first AI uses Moncler named were planning, replenishment, warehousing and quality control, which are measurable and invisible to clients.
- Equip advisors, not just websites. A single stock and client view in the advisor's hand is a precondition for any AI clienteling assistant.
- Be selective about visible AI. Using generative AI to improve a website experience is a lower-risk entry point than AI-generated campaign imagery.
- Tie item-level identity to data. NFC and RFID tags support authenticity today and traceability obligations tomorrow.
What are the limits of the public record?
Moncler discloses less operational detail about AI than some peers. Its 2025 results press release and presentation do not discuss AI programmes, costs or returns, and the most specific statements about AI date from 2020. Readers should therefore treat the case as a description of stated capabilities and intent, plus one reported 2025 website result, rather than a measured account of AI's financial impact.
Frequently asked questions
Does Moncler use artificial intelligence?
Yes. Moncler said in 2020 that AI supported quality control, warehousing, demand planning and store replenishment, with plans to extend it to recommendations, client service, merchandising and pricing. In September 2025 it launched a Moncler.com redesign developed with Google generative AI technology, according to Fashionbi.
What is Monclient?
Monclient is Moncler's app for client advisors. According to the company's 2020 digital strategy release, it lets advisors check stock across channels, take digital payments and handle after-sales requests without a checkout counter.
How much of Moncler's revenue is direct-to-consumer?
In 2025 the Moncler brand generated 86.7% of its 2,720.9 million euros in revenue through direct-to-consumer channels, according to the group's FY2025 results release. Wholesale accounted for 13.3%.
Does Moncler design clothes with generative AI?
Moncler has not publicly described using generative AI to design garments. Its disclosed AI uses focus on planning, operations, clienteling and its website.
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