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Ermenegildo Zegna’s new 100sq m shop-in-shop at DFS Chinachem |
ITALY. Italian men’s luxury fashion house Ermenegildo Zegna has opened a store at DFS Chinachem – its first store in a DFS Galleria flagship.
The 100sq m shop-in-shop began trading on 28 April, offering 50% accessories, including ties, bags and shoes, and 50% ready-to-wear, Ermenegildo Zegna Travel Retail Marketing Manager Loris Bellarmi told The Moodie Report during the TFWA Asia Pacific exhibition.
In other retail news, the company will be opening a 94sq m boutique in the luxury fashion section at the new Bangkok Suvarnabhumi Airport, which opens this year.
Also later this year, Ermenegildo Zegna plans to open a boutique at Rome Airport’s international terminal.
Ermenegildo Zegna in travel retail
The DFS Chinachem boutique opening is the latest in the company’s growing travel retail portfolio, which is now focused on the Asian market. Zegna monobrand stores have been set up in over 50 international airports, including Milan Malpensa, Monaco (T2), Venice, Amsterdam, London, Vienna, Frankfurt (T1B), Istanbul, Prague and Buenos Aires Ezeiza. In Asia, airport stores have been established in Hong Kong, Singapore Changi (T1), Seoul and Beijing.
In order to target the travelling consumer, Zegna develops each season a specific, focused and co-ordinated range of items throughout its three main collections: Ermenegildo Zegna, Z Zegna and Zegna Sport. These product packages can be ordered and shipped at different times, allowing continuous refreshment of the merchandise available on the shop floor, in terms of fabrics, colours and styles. “This fits the needs of frequent travellers, who can always find new items each time he passes through,” said Bellarmi.
Merchandising
Conscious that travellers are becoming more sophisticated and selective and have less time to shop, Zegna’s store merchandising has changed, to create a “wardrobe” style presentation.
Explaining the wardrobe concept, Bellarmi said: “This means that the goods are no longer merchandised just by a single category with a mix of colours, but instead we combine different product categories and define a consistent colour theme, inducing in the customer an ‘impulse buy’ feeling. The result is that the store becomes more attractive to the eye and the customer finds it easier to select and co-ordinate his wardrobe.”
The store concept aims to evoke a homely, relaxed and welcoming atmosphere. In addition, locally-based merchandisers visit the stores regularly to change the wardrobe offer and train the staff members.
Brand strategy
Zegna’s main objective in the next few years, said Bellarmi, is to maintain its status as the top luxury menswear brand in the world, while continuing to expand its retail and wholesale business both on domestic and travel retail markets.
Expansion is expected to be driven by the Asian markets over the next five years, with significant further investments planned for this region.
About Ermenegildo Zegna
Founded in Trivero in 1910, the family-owned Ermenegildo Zegna Group is a leading manufacturer of fine men’s clothing, managed by the fourth generation of the family: Ermenegildo and Paolo, as CEO, alongside Anna, Benedetta, Laura and Renata Zegna. It has a yearly output of 2 million metres of fabric, almost 1.5 million sportswear items and 1.7 million accessories. It employs more than 5,000 staff worldwide and achieved a turnover of €634 million in 2004, 90% of which came from clothing and accessories and 10% from textiles. Over 86% of sales are in export. The company owns production units in Italy – including Orsini Spa for ties, accessories and scarves, Longhi for leatherwear and ZEFER for shoes and leathergoods – and abroad, in China, Switzerland, Spain, Mexico and Turkey.
For 2004, the group’s revenue breakdown was as follows: By brand – Ermenegildo Zegna 80% of sales, other brands 20%; By sector – clothing 45%, sportswear 25%, accessories 20% and fabrics 10%.
Sales breakdown by area: Europe 40%, Australasia 30%, North America 27% and Latin America 3%.
In July 1999, the group acquired Lanerie Agnona and, in July 2002, it bought control of Guida, which owns the Longhi leather trademark. In September 2002, the group set up ZEFER, a 50:50 joint venture with Salvatore Ferragamo Group, for worldwide development of the Ermenegildo Zegna brand in the shoe and leather sectors. In China, in March 2003, the group acquired control of 50% of SharMoon, the Wenzhou company which produces high quality men’s suits and jackets for the Chinese market.
In 2003, Zegna launched the new fragrance, Essenza Di Zegna, marketed by YSL Beaute, the Gucci Group’s beauty division, which has the worldwide licences for development, manufacturing and distribution. In Autumn/Winter 2003, Zegna launched a new range of both classic and sports shoes designed and manufactured by ZEFER, the joint venture company with Ferragamo. In January 2005, De Rigo and the Zegna Group signed an agreement granting a worldwide licence to De Rigo for the development, production and distribution of an Ermenegildo Zegna men’s eyewear and sunglasses line. The group also produces under licence menswear collections for several top brand names, such as Gucci, Versace and Armani.
The group has offices in France, Germany, the UK, Spain, Turkey, Mexico, the US, Japan, China, Hong Kong, South Korea, Singapore, Taiwan and Australia. It opened its first single-brand boutiques in Paris (1980) and Milan (1985). In 2004, the company had 408 monobrand points of sale in the world (Ermenegildo Zegna and Zegna Sport), of which 167 are directly operated.
Alongside his industrial vocation, the company founder Ermenegildo Zegna wanted to give a facelift to the mountainous terrain where his woollen mill was and is still situated. Throughout the 1930s he had over 500,000 conifers and rhododendrons planted on themost barren slopes and began construction work on a panoramic road, which bore his name. In 1993, his descendants created the Oasi Zegna, an area stretching along the Zegna Panoramic Road where the alpine environment is protected and tended and made accessible to visitors, enabling the environment to flourish.
For details, contact Loris Bellarmi, Travel Retail Marketing Manager, Ermenegildo Zegna, Orsini Spa, via Novaa 71, 28047, Oleggio (NO), Italy, tel: +39 0321 922211, fax: +39 0321 922400, e-mail bellarmi@zegnaermenegildo.it Visit www.zegna.com
MORE STORIES ON ERMENEGILDO ZEGNA
Zegna unwraps first eyewear range – 14/02/06
Ermenegildo Zegna looks to 2006 in bullish mood – 31/01/06
Zegna signs up De Rigo to develop, produce and distribute new eyewear collection – 11/01/2005
