Ch. 16 - Advertising, Public Relations and Sale

Since Ermenegildo Zegna is a luxury menswear company, they typically do not advertise the way regular everyday companies would. Clothing companies use collections to advertise what they will be selling for the upcoming season. Often times, Zegna would create a short clip that markets the product they are selling and the mood of the collection. This is their advertising campaign. They provide an interesting look to the clothing that they are promoting to try and influence consumers to purchase them. They give advertising appeal to their clothing by sometimes going into detail and explaining what they have changed for the collection and why. They may explain why a new technique for treating wool is far more suprior than other companies or how they have found the perfect fit for a dress shirt. Zegna posts these advertising campaigns on their website, blogs, and social media pages such as instagram and twitter. This is an example of a recent campaign advertising Z Zegna’s spring/summer 2015 collection. They decided to create a unique selling proposition by stepping into a futuristic setting and mixing sneakers with suits, something that isn’t seen too often but is very unique and appealing to a younger generation. 

"Discover the new Z Zegna SS15 advertising campaign - directed by Jacob Sutton - Entitled 'Be Your Own Style 24:7'. Tailoring and sportswear are brought together to present this versatile menswear collection designed to embrace the always-on lifestyle of the modern trendsetter."