Ch. 6 - Consumer Decision Making

Because Zegna is such an expensive company, understanding consumer behavior is very important for them to continue doing business. They cant just expect that everyone who buys suits wants the most expensive and luxurious one. Their consumer decision-making process goes as follows: Zegna fabrics are know worldwide as being exceptional. Many brands, from small boutiques to large fashion houses use Zegna fabric. Zegna is also responsible for manufacturing numerous other brands suiting. For example, you can walk down Fifth Avenue and see all the companies that use Zegna fabric. You can also stumble upon a small boutique in the middle of Burlington, Vermont and find Zegna fabric like I once did. This is all brand recognition. You see the name, you feel the quality, and you remember it forever.  After hearing about Zegna, or possibly seeing something Zegna manufactured, your next step would be an information search. Zegnas website offers a great detail of information on their products. Also, going to a Zegna store and seeing the products yourself will help make your life easier. Their staff is thoroughly knowledgeable and can answer any questions you may have. Learning about alternatives for suiting is always a smart idea, as every brand has different cuts and may suit your needs better. So what style of suiting does Zegna have? They answered that question by creating different off-brands that have completely different cuts to widen their consumer base. Purchasing a Zegna product for an average worker is something that needs to be thought out. As I have mentioned before, Zegna products are very expensive. Customers are ensured that Zegna products will last years of wear without showing signs of deterioration. After buying a Zegna suit, many customers come back and back again, and as their wants and needs grow, so do Zegnas products.