What does Moncler's acquisition of Stone Island mean? 4 answers on the most important operation of 2020 for Italian fashion

With the surprising news of Moncler's acquisition of Stone Island, the Italian and international fashion world has just seen the birth of a new powerhouse of Italian luxury outerwear. In a market increasingly dominated by large luxury conglomerates and industry groups, the presence of large independent brands is still a unicum - or at least it was until yesterday. The news of the acquisition opens up new playing field for the future, not only because both Moncler and Stone Island were until recently two of the strongest independent brands on the market, but also because their union represents a kind of declaration of independence from the world of luxury mega-conglomerates such as Kering and LVMH in favor of an extremely specific alliance both at the national level , both in terms of products and markets.

These are the four main food for thought that Moncler's acquisition of Stone Island suggests.

Specialists of outerwear

If the rest of the big conglomerates literally produce everything, especially in the case of LVMH whose empire starts with fashion but extends to publishing, hotels and luxury spirits, the Moncler-Stone Island duo owns a much more specific scope. While producing collections for all seasons like other fashion brands, in fact, both Moncler and Stone Island specialize in luxury outwear, materials research and, more generally, a specific and limited market segment. The outerwear of both brands, in fact, already enjoys cult status and this new alliance appears based on extremely stable foundations - without mentioning how the entire category of the technical apparel is rapidly expanding if you consider that brands such as Gucci and Jil Sander are preparing for the launch of their outerwear collections respectively with The North Face and Arc'teryx.

Also Carlo Rivetti said: «We share the same roots, similar entrepreneurial journeys, and the utmost respect for the profound values of our brands and our people. And we are Italians». It therefore makes sense that the will behind the acquisition was, at least in part, to keep the two realities firmly anchored in the Italian context in a market increasingly dominated by the excessive power of the large multinationals.