Moncler is an Italian company of French origin, specializing in the creation of high-end down jackets and skiwear.

Its sponsorship of the French ski team in the 1970s allowed it to really develop the down jacket as it is known today.

Recently, by acquiring the Stone Mountain label, it has completely changed its typical clientele and consequently its marketing approach.

Professor Jacquet analyses the financial risks involved in this kind of radical change.