Gildo Zegna, CEO of Italian fashion powerhouse Ermenegildo Zegna, went on Bloomberg TV today to talk about his massive luxury men’s clothing retailer.The company has conquered much of the luxury men’s market, and is now getting into fragrances.
But how did it become so successful in men’s clothing? What did Zegna do to differentiate itself?
Zegna said that the brand became all about quality fabric, and that was exactly what men desired. Early on, no one else focused on that, which paved the way for Zegna’s rise.
Here’s what he had to say on Bloomberg TV:
“The fabric is something very masculine. The men like technology. He likes cars he likes watches. And I think that the fabric is very technological.
Because it has not only the employment of the best sort of materials … but it’s the way you put the fabric together. It’s the way you finish. But you do that surely with capacity — intellectual know-how. But also with very updated machinery, and this is what we’ve mastered.
We use imagination in creating fabrics. It’s highly normative.
For the sake of argument, silk is very women-like. We are innovators in silk. We made silk the equivalent of Kashmir in summer. We created a winter silk. We took Kashmir. We made kashmir windproof, waterproof, and we say so. When we put our fabric in our line we explain this to our men’s customers.
And he enjoys that. That’s why I think our line is so unique. It’s an integrated process from the raw material down to the best customer service in our stores around the world.”
Zegna is a private company and is still owned by the founding family.
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