Ch. 14 - Marketing Channels and Retailing

Ermenegildo Zegna uses dual distribution to sell their products. They also sell the similar products but in different forms. For example, Zegna will sell a certain suit with a certain fabric in their stores across the globe. But, they also will sell fabrics that are very similar to other brands that can make their own products with it. During this process though, they distribute selectively. Not all the fabrics the Zegna uses for their suit are available for sale. They have a select section of fabrics that they would like to sale to other companies, while still having exclusive fabrics that they use for themselves. Zegna has online retailing available for everyone, and over 500 retail store around the world. Their destination store is the flagship Zegna retailer on Fifth Avenue in New York City. The layout and atmosphere in every store follows the same pattern of high-end luxury goods. There is always a relaxing and somewhat gentle feel the their stores which create a great environment to sell clothing in. Soft carpeting and lighting create a mood that is unforgettable and makes you want to go back and experience it again.