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Moncler taps music mogul for new product promotions

September 3, 2013


French outerwear label Moncler is tapping Grammy Award-winning singer-songwriter and producer Pharrell Williams for its new eyewear collection promotions.

The brand’s Moncler Lunettes launched in early 2013 and is Moncler’s first eyewear line. Moncler is likely to generate interest by launching this new product line with a well-known and influential celebrity.

“Pharrell, who often wears sunglasses, appeals to the younger generation,” said Al Ries, founder and chairman of Ries & Ries, a Roswell, GA-based marketing strategy consultancy.

“It's best to find celebrities who have a natural relationship with the brand,” he said.

“If there isn't any real relationship, then consumers are going to think the celebrity is only doing it for the money.”

Mr. Ries is not affiliated with Moncler, but agreed to comment as an industry expert.

Moncler did not respond by press deadline.

More to come
Moncler announced its eyewear collection in January, but made them available for purchase through the brand’s stores and from a limited number of opticians in the spring.

The eyewear collection, which is made in Italy, has 21 different models that are designed for casual or sporting wear.

Moncler took to social media to announce its latest partnership with Mr. Williams.

The cryptic message reads, “The world is about to see itself through the lenses of Moncler and Pharrell Williams.”

Mr. Williams

On both Facebook and Twitter, the brand tagged Mr. Williams’ own accounts to generate more exposure. Currently, the Facebook post has more than 1,000 “likes” and 76 shares.

Also, Mr. Williams shared the same image and linked to the brand on his Facebook page. The post received more than 1,100 “likes.”

Facebook post

Even though the brand has not released much yet, Moncler seem to be generating consumer interest with Mr. Williams' endorsement and growing star power.

In addition to being an award-winning musician, Mr. Williams co-founded two clothing lines, Billionaire Boys Club and Ice Cream Footwear. His experience in apparel and footwear is likely to give his role in the Moncler Lunettes campaign more backing.

Star power
There seems to be an increasing pattern of luxury brands using celebrities in campaigns. Lately, a number of brands have used celebrity influence to push products and reach certain consumer groups.

For instance, Italian fashion house Gucci used social media channels and actor James Franco to drive interest in its men’s fragrance.

The “Made to Measure” fragrance was inspired by Gucci’s Made to Measure suit. The brand used a Facebook application, a hashtag and a number of social media posts to encourage consumers to try out the fragrance in a retail location (see story).

In addition, Footwear label Jimmy Choo eyed affluent female consumers with a video for its autumn/winter collection that stars actress Nicole Kidman and evokes a decadent, independent lifestyle.

Casting Ms. Kidman in a role she does not typically perform likely infused the collection with an attractive aura by implying that the products transform the consumer. Videos that draw on but reassemble star power can engage viewers and make lasting impressions (see story).

As brands try to out do one another through promotions, using a well-known celebrity can help a brand stand out from the crowd.

“The great increase in celebrity endorsements is due primarily to the loss of effectiveness of traditional advertising,” Mr. Ries said.

“Companies keep trying to find other ways to reach consumers, including videos, contests, publicity and, of course, celebrities,” he said.

Final take

Erin Shea, editorial assistant on Luxury Daily, New York