After Last Year'S Zegna Reform And Reorganization, The Success Of The Company Hit Bottom.

After a series of reform and reorganization, Italy clothing group

Zegna achieved a successful rebound last year.

According to the 2017 earnings report released by Zegna group, it has benefited from China and other emerging markets.

Strong performance and new performance

With the implementation of the strategy, the group's net profit surged 64% to 32 million 800 thousand euros in the 12 months to December 31st last year, and the profit before depreciation and amortization increased by 13.6% to 142 million euros, and sales increased 2.3% to 1 billion 180 million euros.

According to the world clothing and shoe net, sales in mainland China accounted for 1/3 of the total revenue of Zegna group last year. At present, the group is constantly collecting large data from Chinese consumers to better meet the needs of the group, thereby accelerating the growth of group performance.

At the same time, the group's performance in the US market has also improved due to the Zegna group's integration of online and offline channels and personalized service.

The European market is affected by geopolitical economic turbulence, and there is no sign of recovery.

The Zegna group was founded in 1910 by Ermenegildo Zegna and entered the Chinese market in 1991. It is now owned by the fourth generation family heir of Zegna.

In addition to the self-employed menswear brand Ermenegildo Zegna, it also owns the Italy women's clothing brand Agona, and also produces garments for Gucci, Saint Laurent, Dunhill and Tom Ford. It is one of the largest fabric producers in the world.

Gildo Zegna, chief executive of Zegna group, said that the recovery of performance is not only successful because of the gradual pformation of various innovation and pformation strategies, but also the new creative director Alessandro Sartori. His new series of marketing activities has further strengthened the global influence of the brand, and also has a good synergy effect on the channel integration of the brand and the service experience of the store.

Alessandro Sartori left LVMH's menswear brand Berluti in 2016 and joined Ermenegildo group Zegna, the Zegna brand of the Zegna group. It took over the original brand director Stefano Pilati. Its first series was 2017 autumn and winter series.

Gildo Zegna said that Alessandro Sartori has injected a more modern and younger style into the brand, which is the key to the recovery of group performance as soon as possible.

He also stressed that the relationship between the CEO and the creative director is crucial to the overall business. Alessandro Sartori's dynamic working attitude has had a positive impact on every employee in the group.

As luxury market growth has slowed sharply in the past few years, Zegna's net profit plunged 39% to 71 million euros in 2014, while the net profit of the group dropped by 37% to 45 million euros in 2015 as China's two men's business in Russia continued to slump.

In 2016, Ermenegildo Zegna became the most luxury luxury store in China, with a total of 15 stores.

Affected by this, Zegna group's net profit plunged 55% to 20 million euros in the year, and its sales fell 8.2% to 1 billion 150 million euros compared with the same period last year.

Last year, the Chinese market contributed 1/3 of revenue to Zegna group.

Although the group's performance has been bogged down, Gildo Zegba has not given up. It has been reorganizing its organizational structure and manufacturing business, and has endeavour to introduce new retail, marketing and digital strategies.

After a series of rectification and rectify and adjustment, the performance of the 2017 group in the Russian and Chinese markets has turned.

When it comes to the trend of luxury men's clothing pformation to the street trend recently, Gildo Zegna said that luxury industry has never paid much attention to the men's wear market. Now this trend is a good opportunity for Zegna. In the future, the leading position of Zegna in the men's clothing market will be consolidated by increasing product innovation, especially in the Asian market.

It is reported that in order to meet the high demand of young consumers for freshness, Ermenegildo Zegna will also launch three capsule series and accessories series by season in addition to the regular series of seasons.

For example, Ermenegildo Zegna will launch a series of leisure suit suit made of Techmerino synthetic fabric in the next quarter, which is made from the best high-tech Merino wool and has natural temperature and moisture absorption function.

However, Zegna group is not blindly pursuing the younger generation.

Gildo Zegna believes that young people do not only represent age, but also a state of mind. "60 year old people can also have a young heart. Their thinking is the same as that of the millennial generation."

Therefore, what Zegna seeks is to strive to attract new generation of consumers while retaining the original target group.

Last March, Ermenegildo Zegna set up a private custom studio in Milan. There are 6 tailors who will customize garments according to their needs. They will also fly around the world.

The private custom service includes a total of 4 fitting tests. The total production time is over 75 hours, the process is over 200, and the finished product will be delivered to the door within three months.

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It is noteworthy that LVMH chairman and CEO Bernard Arnault warned again at shareholders' meeting that the global market will face a new round of economic crisis in five years.

In response, Gildo Zegna said the group has always been cautious about the environment and is always ready for the worst.

Gildo Zegna admits that the current exchange rate volatility has had some impact on the cost control of the group, and it is expected that the price of raw materials will continue to rise this year.

As a result, Zegna group has recently acquired Bonotto SpA, Italy high-end textile manufacturer, Cappellificio Cervo of men's hat brand and Pelle Tessuta of leather manufacturer, so as to enhance the group's control over the cost of raw materials.

To commemorate the launch of Zegna's 50th anniversary garment business, the group held an exhibition entitled "Uomini all'italiana 1968" at its headquarters in Italy on Tuesday. It said that it would continue the past tradition, draw 5% of its annual profits to support its scientific research and environmental protection projects called "Oasis Zegna", and inject 1 million euros into the Ermenegildo Zegna founder scholarship to train more young talents.

For the 2018 fiscal year, Gildo Zegna revealed that the group's performance in the past few months was good, and the 2018 autumn winter series also received positive response from the market.

In addition, the group's net assets rose from 233 million euros in 2016 to 36% euros to 316 million euros.

By the end of 2017, Zegna group had 504 stores in the world, of which 272 were direct outlets.

Although the group's performance has been revival, Gildo Zegna is not satisfied with the status quo. He stressed that the future goal of the group is to maintain a positive trend and record a stronger growth.

More interesting reports, please pay attention to the world clothing shoes and hats net.