Ch. 18- Social Media and Marketing

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Ermenegildo Zegna is known for keeping their customers fully informed on what they are buying when shopping for a luxury suit. They use various types of social media to do so. They have 150k followers on Instagram and almost 400k likes on Facebook. They post on various topics such as upcoming collections, new releases, and information on the fabrics and products they produce. They also post visually pleasing pictures and campaign ads on their social media pages to draw in new customers. After uploading pictures of new products, they explain what fabric is being used and little bit of information on the image. 

 

As I have mentioned in previous posts, Zegna is known for their high quality fabrics. Their most common fabric of use is wool. Many people wonder suit makers still use this ancient material and why aren’t new synthetic materials being used for suits. Zegna directly addresses this question via email and social media. They created a campaign that explains why wool is the most sought after material for suits, and why nothing else can compare to it. In this campaign, they talk about how they use the wool from the Merino sheep from Australia. These sheep live in all types of weather conditions and because of this, their wool adapts to the climate around them. That is why wool is now commonly being used as a summer fabric as well. This wool also has the ability to absorb moisture both from external and internal sources (rain or sweat). They explain why materials matter and why wool is an “integral element” for suits. Zegnas decision to create this campaign was a smart move and by posting it on social media, it strung up a lot of attention from their clientele.  You can find the article here: http://www.zegna.com/us/fine-fabrics/men-wool-suits.html

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