Leadership Series #20: Luxury brands at the forefront of innovation - Roberto Eggs, Moncler Group

Roberto Eggs, Chief Marketing Officer and Chief Operating Officer of Moncler Group, tells us why hospitality students make great recruits, and lifts the lid on a collaborative project that’s seen students work on a visionary Moncler ‘Store of the Future’.

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Transcript

My name is Roberto Eggs and I am the Chief Marketing Officer and Chief Operating Officer of Moncler Group.

This company, that was born in 1952, has always been on the forefront of innovation.

A lot of the innovation, initially, was on the product side. Now it’s an innovation at 360 degrees. In the way we communicate. In the way we bring excitement to our consumers; and in the way we develop our people.

I think it’s an issue – but at the same time a fantastic challenge – to keep the very high level of energy that we have in this company. And also integrating digitalization in the way we are approaching all the different touch points of the end consumers.

I think the big disruption for this industry came three to five years ago with the launch of social media. This changed the rules of the game.

Today the new customer wants to have a dialogue with the brand. He wants to be involved, and you need to develop this content to bring much more innovation.

So what we did last year, which started at Milan Fashion Week, was we launched a new project called Moncler Genius. It’s a communication project that’s the first digitally native project we have, bringing new collections every month, with a different designer, on the shop floor. But leveraged also for social media communication and billboard advertising.

Hospitality is also something that we need in the luxury industry, because we put the client at the center of everything we do.

I started my first discussions with Les Roches in 2015, as soon as I joined Moncler.

People that have these different approaches in terms of clienteling, that are coming from the hospitality school, can really bring something different in the way we build relationships with our consumers.

We are working with the Les Roches students to develop what we call the ‘Store of the Future’. So integrating digital means, omnicanality, innovation, energy in the store of the next 10 years.

The career tip I will give is the one I always follow myself. You need to follow your heart.

It’s not about having a well-planned career. I think all the steps I did in my career have been following my instinct. I’ve been working for brands that have passion, energy; that are innovative. This is what has been driving me.

I think you need to find in yourself what are the things that are really motivating you – and then follow them. Take some risks, especially at the beginning of your career.

Don’t be afraid to ask questions. I think that employers don’t expect those students that are joining companies to have all the answers. But what we are expecting is that they raise the right points and they learn. This would be my advice.

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