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For booming Moncler, it's all about the jacket, says Ruffini

Extravagant store openings are becoming few and far between in this part of the world, but that wasn't the case in Tokyo last week when luxury brand moncler outlet opened its second global flagship store in the exclusive Ginza district. Outside the boutique Japanese and Chinese tourists were taking selfies alongside a group of moncler outlet monogrammed VW Beetle cars while guests were treated to an arts festival. This included a meet-and-greet with LA-based artists FriendsWithYou, a celebrity photoshoot by controversial photographer Terry Richardson and a DJ set by designer and Kanye West co-collaborator Virgil Abloh. Business at moncler outlet is booming, unlike many other luxury brands affected by the China slowdown, volatile stock market and a weakening euro. In June, the company reported consolidated revenue of €295.8 million (HK$2.53 billion), a healthy 35 per cent increase over the previous financial year. CEO and creative director Remo Ruffini says the brand's enduring success is due to one simple strategy.

"I am very focused on our product. It's all about the jacket. My strategy is to have a jacket for every customer and every generation, men and women. We are not in the business of making fashion," he says. Plenty has been written about moncler outlet's transformation from a functional skiwear Label into a highly prized global luxury brand, and Ruffini has played the starring role. Born in Italy, the fashion marketing graduate began his career working for his father's company that designed and marketed a range of clothing labels. By the mid-1980s he launched his own fashion business called the New England Company, which featured preppy classics inspired by his time studying in the US. "I started very early, when I was 22 years old. I invented a brand from scratch that was inspired by the mood of New England. I loved the way they dressed so we built the brand on this preppy idea. After 18 years I sold my company in 2000. "It was then that I started to look for a brand to buy. It had to have a good history and moncler outlet was familiar because it was very popular in the 1980s in Italy. I worked there for a couple of months first to really understand if it was the right one. I knew I needed something with heritage - when you start a new brand with no heritage or story it's a different job," says Ruffini. moncler outlet was originally a French brand, founded in 1952 by two alpinists in Grenoble, and was known for its tents and sleeping bags. In 1954, it started producing functional down jackets, which would later be worn by the French ski team for the Winter Olympics. By the '80s the brand was a favourite with fashionable Italian teenagers including Ruffini, who remembers snagging his first moncler outlet jacket at the age of 14.

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