What Is The Marketing Strategy Of Zegna In China?

Italy

Brand Ermenegildo Zegna entered the Chinese market in 1991 and quickly became the most popular Chinese elite.

One of.

Because of its exquisite workmanship and high price, many wealthy Chinese men began to take

Clothing is a symbol of success and power.

According to the world clothing and shoe net, after 30 years of entry into China, the Greater China region is now the largest market in the world of Zegna. Chinese consumers are younger and more complicated than other regions. They have different understanding of power and success, and their appeals for luxury goods are also different from those of previous generations of Chinese consumers.

During the men's wear summit last week, the reporter interviewed Alessandro Sartori, the art director of Ermenegildo Zegna, discussing how brands attract new generation of Chinese consumers, and why digitalization is the key to this process.

How familiar are you to today's Chinese consumers?

I know China very well because I lived in Hongkong for two years and traveled all over China.

Now I go to China at least once every two years.

I have great interest in the changes and openness of China and the good sense of fashion in this country.

So I often think about how to combine the characteristics of the Chinese market with the brand.

Last year, we got very good feedback on the brand show in Shanghai and Beijing.

Now, the way to integrate things is especially new and fresh in China.

What is the biggest difference between Chinese consumers and Western consumers through your observations over the past year?

In China, consumers respond more quickly.

They are very receptive to new products and ideas.

It is much easier to carry out new trials in China than anywhere else in the world.

What have you learned from interacting with Chinese consumers?

The latest interaction with Chinese consumers is in the fashion show held in Shanghai and Beijing.

I remember a young man buying some clothes.

He did not buy a single piece of clothing, but a complete set of purchase, because our idea is to match jogging pants and custom jackets.

Based on this concept, we made two very beautiful jackets and cashmere jogging pants.

This customer is a very old man of more than 30.

This trend of sports and leisure and wind and street clothing is developing rapidly in China. How will Zegna cater to this trend?

As far as materials are concerned, we will use a new generation of materials, machine washable wool and textile materials with scientific and technological content to protect people from extreme weather.

As far as technology is concerned, our new sewing technology is carried on the sides, joints and lace of tailored suits.

The new technology is not only suitable for making sportswear, but can also be used in tailored suits so that Western-style clothes can be machine washable.

For street clothes, I like to receive feedback from the market to see what the young people are wearing now. Some of the cashmere coats and jackets are really tailored.

I find it very interesting to collide street art with modern arts and crafts.

The combination of sportswear and dress fixing is very popular in China.

I noticed that Zagna invited Chinese actress ray Jiayin to attend the 2018/19 autumn and winter show.

What is the marketing strategy of Zegna in China?

We like to cooperate with people who can truly represent the brand image and tell the brand story.

For us, ray Jiayin is a very suitable person.

Another project was last autumn and winter. We found some influential people wearing XXX Zegna Couture shoes, taking pictures and videos and releasing them in social media.

This activity has been a great success.

Chinese Zegna young generation customers are really smart. They are well-educated and have a certain sense of fashion. We like to work with them and young actors.

Custom service has always been regarded as the core of Zegna. Why?

Generally speaking, first we will put the recommended clothes in the wardrobe, and then provide customers with one to one services.

The stylist can make suggestions to customers and help them choose the right clothes.

The whole process starts with trying on the ready-made garments, and then tailor them through continuous adjustment.

We can not only customize clothes, but also customize accessories such as shoes.

The mode of selling goods directly to customers will no longer exist.

Whether it is store manager, stylist or I, we will meet customers, listen to their demands, interact with them, and make suggestions.

The whole process is to create an emotional connection first, and then to help customers select the right products.

Is there any important digital marketing initiatives for Zegna?

First of all, I would like to say that in the present era, customers will no longer buy fixed channels.

Consumers will buy things they like through various channels, and buy them at airports, physical stores, online or through third party websites.

That's why we are the first company to launch online shopping services for the Chinese market.

Consumers can experience online and offline integrated services.

You can make an online appointment for a tailor, and then go to the store to meet him. You can also set a suit on the Internet, then pick up the goods in the store, and apply for the wrong size of clothes.

How do you use WeChat to establish contacts with consumers?

We have tried WeChat several times before, such as our sports shoes.

That's an activity we completed through the WeChat applet, which sold out in three or four minutes.

Now, we are preparing to use WeChat to launch another activity.

So yes, digital marketing is an important part of our new strategy.

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