Since becoming the first Italian luxury fashion group to list on the New York Stock Exchange in December 2021, Zegna’s global “One Brand” repositioning as a leisurewear brand at the top end of the market is being expanded to China.
Timed to coincide with the release of the Triple Stitch Secondskin Luxury Leisurewear Shoes last month, Zegna has curated a one-to-one immersive client experience in the VIP room of its Beijing flagship store.
An exclusive cohort of VIP customers will be invited over two weeks to experience the epitome of Zegna service through personal interactions and elevated levels of customization.
With personalization a defining trend for luxury servicing in 2024 and beyond, Zegna is looking to integrate the brand into the lifestyles of its target consumers with exclusive localized experiences that money can’t buy. As the quiet luxury boom continues to sweep China, Zegna is in prime position to keep its lead in the luxury menswear sector as reflected in the Zegna Group’s latest earnings.
A pioneer in China’s luxury menswear market#
One of the first luxury brands to enter China in the 1990s, Zegna had a head start in the Chinese market.
But it’s the brand’s evolution over the past five years, which saw it embrace post-pandemic preferences for luxury leisurewear combined with innovations in digital clienteling, that is attracting younger generations of high-end spenders.
Since 2019, Zegna has attracted a new customer base approximately seven years younger than its existing one. These recently acquired clients spend 58 percent more on average, make 25 percent more repeat purchases, and return 2.5 times more quickly between purchases. According to Zegna, the brand’s Net Promoter Score ranks it first in the world for customer loyalty and satisfaction.
The new Zegna VIP experience, delivered to selected clients, merges marketing with customer relations management. Zegna dubs it “modern marketing.”
Alongside its striking branding campaigns, this menswear veteran is hoping to embed itself in customers' lives and adapt to earn credibility among local clients. Whether or not this will appeal to a discerning demographic that is accustomed to extreme levels of exclusivity remains to be seen.
The future of modern marketing#
Zegna is intensifying its focus on ultra-high-net-worth individuals in China by enhancing its renowned clienteling services. To attract the top one percent of customers, the brand emphasizes the distinction between retail and clienteling, crafting a lifestyle beyond mere products. Instead of focusing on transactions, clienteling concentrates on customers’ emotions throughout their journey.
The new VIP experience takes visitors on an immersive journey through the making of Zegna’s new Triple Stitch Secondskin Luxury Leisurewear Shoes, where traditional craftsmanship combines with cutting-edge customization.
Interacting one-to-one with Zegna MTM (made-to-measure) advisors, visitors can discover the legend and design behind the shoe model, beginning with a hands-on feel of the finest New Zealand calf leather and “Art of Tanning” at the artisan table.
Within the store, a dedicated space is adorned with the brand’s foliage color palette, from furnishings to merchandising. In this area, a video reveals innovations to the traditional Italian shoe-making processes and how shoe-making artisans are inspired by glove-making. Meanwhile, the shelves showcase different styling options accompanied by a curated selection of Zegna wardrobe pieces to complete the looks.
To engage its luxury clientele, Zegna offers one-to-one appointments for the VIP room, recognizing that personalized relationships and exclusive experiences are vital for fostering trust at the highest levels.
To enhance the personalization of customer experiences through digital innovation, the Zegna X Configurator, which uses AI technology, enables customers to view a multitude of potential style combinations (into the billions) while extending the house’s tradition of made-to-measure service.
Part of Zegna’s mission to be a leader in luxury clienteling and provide the “most personalized experience ever.” This customization tool will be rolled out on Zegna’s official website later this year enabling shoppers to create their own unique products via their personal devices, with door-to-door delivery within four weeks.
A revolution in Italian shoemaking#
Zegna’s new Triple Stitch Secondskin Luxury Leisurewear Shoes are the highlight of this season, epitomizing both the craftsmanship and innovation that has traditionally defined the 114-year-old Italian brand.
Launched in China in a campaign starring global ambassador Wu Lei, the latest evolution of the iconic Triple Stitch Secondskin Luxury Leisurewear Shoes was inspired by techniques and leather traditionally used to craft gloves, resulting in “a shoe that fits like a glove.”
Handcrafted in Parma, Italy, Secondskin combines fine New Zealand calf leather with ovine tanning techniques, resulting in an exceptionally soft, lightweight material (just 0.8mm thick) with a form-retaining “memory.” Strobel insole, fine lining, and a toe counter mark comprise the revolutionary advances in Italian shoemaking techniques that went into developing these Secondskin shoes.
As China’s luxury consumers increasingly prioritize meticulous craftsmanship, immersive storytelling and hyper-personalization, Zegna's focus on product innovation and precision marketing sets it apart in the competitive luxury market. With a touch of subtle sophistication and dedication to clienteling, the brand's efforts appear to be resonating with a discerning Chinese clientele.
Presented by Zegna