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Moncler: Bryan Garnier hails new strategy

(CercleFinance.com) - Bryan Garnier on Tuesday maintained its "buy" rating on Moncler shares, with a "fair value" of 26 euros, after the Italian parka coats maker revealed a bit more of its new brand strategy, entitled "Moncler Genius.

This new approach, which is aimed at attracting Millennials and Generation Z, is quite similar to adidas' successful "open source" plan, which has become one of the brand's key growth pillars thanks to famous collaborations such as that with Kanye West, BG said.

"In our view, this bold strategic decision should enable Moncler to increase the desirability of the brand and attract new customers at a time when the outerwear segment is becoming more crowded with Canada Goose and local brands (Pyrenex, Fusalp,...)," the broker said.

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