Ch. 8 - Segmenting and Targeting Markets

Ermenegildo Zegna has a defined target market because of the price of purchasing their products. It is for the wealthy and not many others can afford to shop with them. They also have market segmentation. They have different styles of Zegna suits, depending on what type of person you are. One of their options is Business Attire. This is your standard and internationally accepted two piece suit that can be worn in any business environment. But, they also have sportier options for those that fit that category. Usually this segmentation is based on demographics, as older buyers may want a suit that fits more loose, and the younger buyers typically shop for form fitting and slim.

Ch. 15- Marketing Communications

David Burtka & Neil Patrick Harris, both in Ermenegildo Zegna Made to Measure.

Ermenegildo Zegna is often worn by successful actors and famous personalities alike. Zegna suits can be seen on the red carpet, at new movie promotions, or on a busy street in NYC. All of this draws publicity to the brand. Many people look up to actors as inspiration and when you read in the newspaper or in magazines that your favorite actor wore a top of the line Zegna suit, you begin to want one yourself.  You become intrigued with the brand and want to know more about them. You may ask around to see if anyone you know has owned one and if they have, they will tell you how excellent their purchase was. Zegna grows their company primarily through earned media, although they also use paid media to increase their consumer base. Campaign ads can be seen in popular magazines. They use the pull strategy to stimulate consumer demand by create videos and ads that can be viewed on their social media pages or their website, instead of purchasing air time.

Ch. 10 - Product Concepts

Ermenegildo Zegna is known in the fashion world as a company that creates exceptional clothing for the modern gentlemen. But, what many people don’t know is that they started with a simple product, wool. Zegna began selling wool to other companies and for about 60 years they created a trustworthy and reliable product. Their fabric was a business product. At first, they only distributed fabrics to clothing brands but decided to start producing suits themselves around the 70’s. They created a consumer product. Zegna knew consumers admired their craftsmanship so why not take it a step further and create our own specialty product. Since then, they have created an even bigger name for themselves and are now looked up to by other clothing brands.

 Every season, Zegna modifies their products to adapt to the changing world of fashion. They stay ahead of trends by creating them. They offer a large variety of products for all types of men, both business attire and causal. They have truly created an image and a brand and are now globally known as serving quality clothing. Many customers who shop at Zegna have brand loyalty, especially when dealing with tailors. Customers prefer to work with the same Zegna tailor because they know that the tailor understands their body structure and is a reliable source for alterations. All of these aspects of Zegna keeps customers coming back and back again.

Ch. 17 - Personal Selling and Sales Management

Ermenegildo Zegnas focus is to always manufacture the highest quality products to their customers. Luxury is deeply imbedded in this brands foundation. An important part of a luxury brand is to not pressure your customers into buying your product. Instead, Zegnas sales techniques include heavy communication. When you walk into Zegna, you are always greeted with a respectable welcome and are perhaps offered a beverage. Their employees ask if you need assistance in anything and inform you to feel free to ask any questions. This builds a customer-seller relationship. Zegna employees have an immense knowledge on the products they are selling, so every question you ask will have an answer. This builds credibility for the seller. Zegna employees may refer you to a different store, or a different Zegna tailor, as one may be more suited for the job than others. Zegna employees build friendships with the customers. This often times increases their networking so instead of a customer saying to their friend “ Lets go shop at Zegna”, they will say “ Lets go see my friend David who works at Zegna.” Zegna employees do no typically negotiate. It Is not part of their sales process. Zegna employees may also follow-up with the customer after exchanging emails or phone numbers. They may inform them about upcoming sales or new collections that are arriving.