Despite the European debt crisis and all that comes with it, leading Italian fashion house Ermenegildo Zegna SpA is optimistic for 2012. They expect most of their growth to come from outside Europe, mainly Asia, followed by the U.S.In Italy though, luxury goods tourists from Asia and Brazil are flooding Zegna stores. And in an interview with the Financial Times, CEO Gildo Zegna said the luxury brand is using customer relationship management technology and historic data to track tourist flows and implement changes to meet the needs of their growing clientele.
For instance, shop assistants at the Milan store greet customers in Chinese and Portugal. To address the needs of their international customers, Zegna has gone beyond just making it a multicultural experience, by remodeling the stores to reflect the tastes of its customers. The Zegna store in Venice for instance, which is most visited by Chinese shoppers in Italy, the brand has dedicated more space to wallets.
Guildo Zegna told the FT a Chinese customer left their Zurich store empty handed because he didn’t find a product worth tens of thousands of euros in his size. For a company which saw a 16 per cent rise in sales to over €1 billion that one top-end customer makes all the difference.
The CEO of Salvatore Ferragamo, Michele Norsa, said luxury good tourists are attracted to his brand because of the availability of a range of shoe widths. His brand offers special fittings for the U.S., Russia and Asia. And they also watch for colour preferences among Chinese consumers.
Paying attention to their consumers and factoring their needs into the product mix, whether it is the shape, size, colour, or format is crucial to luxury good brands. It could literally be the difference between losing or gaining a new consumer market.
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