Hi! Glad to hear it. I can’t say with certainty how long it took as I do not work directly for Moncler, but a full shift like this in perception and growth typically takes a couple of years, as new distribution takes months and you need an campaign, product, and internal alignment around the new strategy. But, you can start seeing short term results in a matter of months to test if the strategy is resonating with your desired customer. One of my current clients is a large Brazilian fashion brand. If you’re looking to do a brand shift and test how it resonates, don’t hesitate to get in touch - www.embeddedbrandstrategy.com