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.