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.