Italy Menswear Brand Zegna'S Historical Development And Its Brand Positioning

Zegna (Zegna) is the world famous Italy menswear brand, the most famous is the tailored first-class suit, and the same style makes many successful men love Zegna (Zegna). Over the years, Zegna (Zegna) brand has always been the favorite object of many celebrities. Zegna (Zegna) does not pursue new styles and gorgeous colors. It is popular all over the world with its perfect, faultless, tailored, elegant and simple personal style. The brand of Zegna (Zegna) has developed a series of men's clothing, such as sweater, casual wear and underwear, besides the suit. So far, Zegna (Zegna) has been in the world of Paris, Milan, Florentine, Tokyo, Beijing, Shanghai and Dalian. clothing The famous city has opened 220 franchised stores, with annual sales volume of US $240 million, accounting for 30% of the world's men's clothing sales.

　　 Zegna Brand and positioning

Ermenegildo Zegna is the core brand, located in the age of 35 to 55 years old, has a taste of style men, to sell advanced formal dress and private custom oriented, appealing Italian style, rare fabrics, exquisite quality, lasting elegance and luxury modern. However, the price of a suit of 130 thousand yuan is a bit expensive after all, which directly leads to a relatively limited consumption group. So Zegna has launched a low Z Zegna series.

Z Zegna products are more fashionable, with a style between absolutely formal clothes and absolute casual wear, targeting young consumers aged 25 to 40. Of course, the price is much cheaper than Ermenegildo Zegna.

Zegna Sport series is Zegna's choice for consumers in leisure sports occasions.

Agnona is Zegna's independent women's clothing brand, Zegna is to cut in. Women's clothing market In 1999, it acquired the famous brand of women's clothing in Italy.

In addition, Zegna also launched underwear, perfume, glasses, watches and watches. shoes Leather goods, necktie, etc. Although these products are not a large proportion of Zegna's overall sales, it has formed the concept of "building a complete man series dress" by Zegna.

Zegna's historical development

Zegna: Ermenegildo Zegna, Italy Men's wear The product was founded in 1910. Its products include suits, sweaters, casual wear and underwear. Former US President Clinton, former French President Mitterrand, Prince Charles of the United Kingdom and Clark of Hollywood star have shown Zegna in public. Zegna entered China in 1991, and now China has become the fourth largest market in the world.

The brand provides tailor-made services, one of which is priced at 116 thousand yuan, and only 50 sets a year. The price of ordinary shirts is more than 265 dollars, and the first time buyers should make at least 3 orders at a time. In mainland China's exclusive stores, I have seen a customer ordering a dozen shirts at a time. The total value is close to forty thousand yuan. If you buy rolls of toilet paper, you can buy 40000 canister and eat hot pot in Chengdu, Sichuan, which can make 2000 people full at a time.

Italy men's wear boutique was born in 1910 in a town in the Biella area of the Alps Trivero. E Maini Jill do Zegna (Ermenegildo Zegna) is the founder of this family business. Zegna is determined to base its products on high quality men's fabrics. His strategy focuses on collecting the best raw materials from the original market and investing in advanced technology, staff training and brand promotion. His patent cloth Whether it is High Performance, 15 milmil 15 or Trofeo, or those cashmere and linen, cashmere and bamboo fiber blended fabric, can withstand careful taste.

In 1910, less than 20 years old Ermenegildo Zegna (Ermenegildo Zegna) opened a handicraft in Italy's villa. Spin Workshop. At first, this humble workshop could only produce some small woolen fabrics. Later, with the development of business, Zegna summoned the textile technicians on the street and began to produce fine wool fabrics and compete with the Britons who monopolize the global wool market. After Ermenegildo's death, his two sons inherited the family business. They worked together to enter the garment market. While creating first-class quality fabrics, they also launched Zegna brand men's clothing and positioned their development goals in the world's top men's wear market. The accumulated experience in fabric management and owning its own textile mill made Zegna grow into the leader of Italy men's clothing industry very quickly.

Zegna Clothes & Accessories Always refined and faultless, elegant and simple. For a long time, Zegna has never pursued new styles and gorgeous colors, but has enjoyed a world-renowned reputation for its exquisite fabrics, unmatched tailoring and high production quality. Since 1980s, Zegna group has begun to expand in depth and to internationalize its business scale. At present, Zegna group is fully responsible for the development and development of new products in Spain and Switzerland, and has nearly 200 general stores and thousands of retail outlets worldwide. Zegna's annual sales volume has accounted for more than 30% of the world's high-end men's clothing market share.

"Luxury clothing brand Zegna (ZEGNA), its quality and reputation requirements are almost harsh." Ezawa, a brand expert, told the "Financial Times" that "Zegna's brand building is just like an artist's feelings about his work. It's about giving your own art rather than adding water. This is the practice of a real artist.

Of course, the construction of luxury brands is also like this - not to add moisture to the brand, but to reduce moisture. From the process of material selection and production, we can see the process of the growth of a famous brand from Zegna.