Famous Story: Ad 1910 - ERMENEGILDO ZEGNA

Ad 1910 -

From 1910 to 2011, this is a glorious chapter across the century.

At first, in 1910, clothing was still a symbol of class identity, and aristocratic taste led the fashion trend of the whole society.

When setting the tone for their own brands, the reasons for making the highest standard men's clothing are very strict requirements for raw materials and technology.

In those days, Ermenegildo Zegna, less than 20 years old, opened a handicraft textile workshop in Italy's villa.

At first, this humble workshop could only produce some small woolen fabrics.

Later, with the gradual development of the enterprise, Zegna summoned the textile technicians on the street and began to produce fine products.

And monopoly

The British compete.

After Ermenegildo's death, his two sons inherited the family business.

Then, the brothers began to work together to enter the garment market. While creating the first quality textile fabrics, they launched Zegna brand men's clothing and positioned their development goals in the world's top men's wear market.

stay

The accumulated experience in operation and owning its own textile mill made Zegna grow into the leader of Italy men's clothing industry very quickly.

For a long time, Zegna dress is exquisite and flawless, elegant and simple. It never pursues novelty styles and gorgeous colors. It is famous for its exquisite fabrics, unparalleled tailoring and high production quality.

In 1930s, Hollywood stars began to influence global fashion trends.

Began to expand business to the United States.

In recent years, apart from the rapid expansion of the global map, the brand customers have gradually become younger.

In 1998,

The introduction of non formal clothing in Asia has begun, and sales in this area have accounted for more than half of the total sales of the brand.

From 1980s onwards,

Begin to expand in depth and internationalize on the scale of operation.

The branches in Spain and Switzerland are fully responsible for the research and development of new products, and have nearly 200 general stores and thousands of retail outlets worldwide.

So far, Zegna's annual sales volume has accounted for more than 30% of the world's high-end men's clothing market share.

In 1991, Zegna, like an extraterrestrial visitor, opened its first store in Wangfujing hotel in Beijing.

In that era, the luxury brands of Chinese people were Pierre Cardin (Pierre Cardin) and Crocodile (crocodile).

Zegna's 8000 yuan foreign exchange certificate, a set of Zegna suits, is almost equal to the total income of a Chinese ordinary worker in three years.

However, for the Chinese market, the opening of this store obviously chose the right time.

From then on, Zegna has the sensitive touch that allows its peers to envy. This makes Zegna one of the top selling men's clothing brands in China.

By the end of 2007, Zegna had nearly 60 stores in the mainland of China, and the Chinese market including Hong Kong, Macao and Taiwan gradually surpassed Japan to become the second largest market in the world of Zegna.

"The family is committed to finding the most valuable wool to weave the best fabric, and the three generation has been making persistent efforts to continue this inheritance."

Group CEO Gildo Zegna said.

The selection of the best natural fiber from the origin market as raw material has always been the unremitting insistence of Zegna, and has also achieved its status in the top luxury fabric market.

More importantly, insisting on buying only the best raw materials is the most sincere dedication of the brand to the sustainable development of natural materials in the future.

Every year, Zegna's buyers go all over the world to pick the best wool and coarse fiber, and become the mammals that Zegna chooses. All the Australian Merino sheep, Kashmir goats, Peru alpacas and the Andes of the Andes are all creating credit for Zegna's golden character Logo.

Since 2003, the brand has begun to create smart clothing fabrics, put the "Elements" film under the fabric, and can automatically adjust all day to suit body temperature.

According to the principle of nature, "Elements" reproduces the "pineal effect", which is automatically adjusted in extreme climates to protect body temperature through the opening and closing of stomata in thin films.

When the opening of microfibrils is opened, the water vapor generated by rising body temperature will be released. When closed, it will be completely insulated from the external environment. "Elements" is an ideal cross season fabric.

In 2005, Zegna once again created a new era of fabrics -- "Traveller Micronsphere", which is a fabric designed specifically for Western-style clothes.

Inspired by lotus leaves, it has almost magical cleansing and strong waterproofing ability, so that "Traveller" worsted fabric can achieve the strongest waterproof and antifouling function without affecting its performance and softness.

Fabrics are designed to protect wearers away from solar radiation and heat.

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It is made up of a complete set of revolutionary processes, enabling dark fabrics to achieve the same sunlight reflection effect as light fabrics.

Ordinary dark fabrics can reflect 20% of the sun's rays, while Zegna's "Cool Effect" fabric can reflect 80% of the sun's rays, and the fabrics are cool and comfortable. Even in hot weather, men can choose to wear dark clothes.

This process does not affect the fabric's unique touch, but still maintains its high performance and soft texture.