Global Retail Expansion Strategy
Context
Moncler operates 365 stores globally (148 retail, 173 concession/wholesale, 36 airport, 8 pop-up) across Asia (181), Europe (109), Americas (67), Oceania (6), and South America (2). The brief was to identify where Moncler should open its next stores, distinguishing between two formats: flagship city Retail locations and Grenoble-style ski resort stores.
Task
Develop a quantitative top-down scoring framework to rank potential markets for Moncler expansion across three store types: Retail, Grenoble (ski resort), and Pop-up/Temporary. Identify the top cities for each format and build the strategic case for the recommended locations.
My Contribution
Designed and applied a two-track weighted scoring model — one for Retail locations (Economic 65%, Market size 25%, Competition 10%), another for Grenoble ski stores (Winter sports appeal 40%, Market size 25%, Economic 25%, Competition 10%). Normalized all metrics on a 0–100 scale anchored to Moncler's existing store benchmarks. Screened the global city universe using macro-level filters, then ranked 50+ candidate cities. Identified Livigno as a high-urgency pop-up opportunity tied to the 2026 Winter Olympics.
Outcome
Delivered strategic recommendations across three store formats: Retail (Luxembourg City, Dublin, Monte Carlo, Brisbane, Indianapolis), Grenoble/ski resort (Cervinia, Davos, Wengen, Madonna di Campiglio, Arosa), and Pop-up (Livigno for 2026 Winter Olympics, Whistler as North American seasonal hub). Presented with city-level justifications and scoring breakdowns.
Key Insights
- —Luxembourg City ranks #1 for retail (score 58.24) — $220K GDP per capita and highest salary levels in Europe drive dominance despite low population
- —Dublin ranks #2 overall (56.19) but #1 in commercial potential: fastest speed-to-execute via Brown Thomas department store concession, strong tourism upside
- —Cervinia ranks #1 for Grenoble stores (56.81) — 100+ ski resorts within 200km, no competitor has a standalone store yet, creating a first-mover opportunity
- —Livigno is a time-sensitive pop-up opportunity: host of all 2026 Winter Olympics snowboard & freestyle events (Feb 6–22), 3 billion estimated viewership, Moncler already sold via local retailers but no mono-brand presence
- —Brisbane (#4, score 48.15) is the only Southern Hemisphere entrant — inverted seasons create both a challenge and a counter-seasonal demand opportunity