Luxury brand Moncler announces price increases amid poor performance

The Italian luxury brand Moncler, widely known for its 'Daechi-mom school uniforms,' has announced consecutive price increases.

Moncler's padded jackets are high-end products priced in the hundreds of thousands of Korean won, yet they have become essential winter items among parents in the Gangnam area, earning the nickname 'Daechi-mom school uniforms.'

Recently, the comedienne Lee Soo-ji has gained attention by wearing Moncler padding while portraying the parody character 'Jamie mom.'

On the 24th (local time), U.S. CNBC reported that Moncler has already raised prices this second half to offset initial impacts from tariffs, and will implement additional price increases in the first half of 2026.

However, Moncler added that it is waiting for clarity on the U.S. additional tariff policies before finalizing its annual pricing strategy for 2026.

Moncler's poor performance in the luxury market amid downturn… Mixed regional results

Moncler announced that its second-quarter revenue recorded 397 million euros (approximately 640 billion won), representing a 1% decrease compared to the same period last year.

This falls short of the market expectation of 427 million euros, as aggregated by market analytics firm LSEG.

Looking at regional performance, the U.S. market showed a 5% growth. However, sales in the Asian market remained stagnant, with Japan experiencing a decrease due to the weakening yen.

In the EMEA region (Europe, Middle East, and Africa), there was a 3% decline in the first half of the year, and particularly in the second quarter, a significant drop of 8% was observed.

Image sources: youtube 'Hot Issue', Moncler, Moncler