Italian luxury menswear brand Ermenegildo Zegna has launched its new Zegna X digital customization tool, after two years of development. The platform offers a new level of personalization and luxury service to customers, combining traditional tailoring techniques with advanced 3D modeling technology.
Edoardo Zegna, the Chief Marketing, Digital, and Sustainability Officer of the brand, unveiled the platform with enthusiasm, stating, “We sell the dream, but we also have to sell the service.” The Zegna X platform aims to meet the evolving needs of customers by offering them the ability to create their own bespoke designs for suits, jackets, shirts, trousers, and accessories, all handcrafted by skilled artisans in Italy.
Zegna X was developed to enhance the luxury service offered by the brand, which has been a cornerstone of its success for over a century. The brand was founded in 1910 by Ermenegildo Zegna, who began by producing high-quality wool fabrics in the Biella region of Italy. From there, the brand expanded to produce menswear collections, which became synonymous with luxury and sophistication.
The brand’s commitment to quality and service has been unwavering throughout its history. Zegna has always sought to offer its customers the very best in terms of materials, craftsmanship, and design. The brand’s tailored suits and jackets are renowned for their impeccable fit and attention to detail, while its accessories, such as ties and pocket squares, are crafted from the finest silks and designed to complement the brand’s clothing collections.
In recent years, the brand has recognized the need to adapt to changing customer needs and behaviors. As more customers shop online and seek personalized experiences, Zegna has embraced digital transformation as a means to meet these needs.
The Zegna X platform is the latest example of the brand’s digital innovation, offering customers the ability to personalize their clothing and accessories using an intuitive and user-friendly platform. The platform has been designed to be as simple and straightforward as possible, allowing customers to create their own designs in just a few clicks.
Customers can choose from a range of customization options, including fabric colors and patterns, buttons, pockets, lapels, and linings. The platform offers a wide range of options, allowing customers to create a truly bespoke design that is unique to them
Once the customer has finalized their design, the platform uses advanced 3D modeling technology to create a visual representation of the finished product, giving customers a realistic preview of their creation before it is produced.
The finished product is then handcrafted by skilled artisans at Zegna's ateliers in Italy, using the finest materials and techniques. Each piece is made to order, ensuring that the customer receives a truly bespoke product that has been tailored to their specific needs and preferences.
Zegna X represents a new era of luxury service, one that combines traditional craftsmanship with cutting-edge technology. The platform is part of the brand’s broader strategy to embrace digital transformation and meet the evolving needs of its customers.
However, while the platform may be new, the brand’s commitment to quality and service remains as strong as ever. Zegna X is not intended to replace the brand’s existing service but to enhance it, offering customers a new level of personalization and creativity while maintaining the highest standards of quality and craftsmanship.
In an interview with Forbes, Edoardo Zegna emphasized the importance of selling both the dream and the service, stating, “Luxury is not just about the product, it’s about the experience. The dream is the product, but the service is the reality. We need to sell both.”
Zegna X is a testament to this philosophy, offering customers the ability to create their dream product while receiving the highest level of service and craftsmanship.