Zegna strengthens its customisation service with the Zegna X digital project

By

Dominique Muret

Translated by
Cassidy STEPHENS

Published
Mar 9, 2023

Zegna is raising its level of customer service with a new digital personalisation tool. The Italian luxury menswear label, which recently listed on the New York Stock Exchange, has been developing the Zegna X project for two years "to bridge the gap between physical shops and the online sales channel", notably through a dedicated application allowing its style advisors to dialogue directly with customers.
 

"This new digital ecosystem of Zegna X already represents today 45% of our retail sales in the post-pandemic era. After a two-year pilot programme, Zegna X is redefining the concept of personalisation and styling through a fully digital experience," said Edoardo Zegna, the group's director of marketing, digital and sustainability, in a statement.
 
Thanks to this application, the brand's salespeople and style consultants can establish a more personal relationship with customers, moving from an omnichannel concept to a direct relationship, allowing them, for example, to send images of personalised products to potential buyers via SMS, email, social networks, WhatsApp and WeChat, the company said. This outreach system has already shown very promising results in increasing spending.

With Zegna X, the Piedmontese group also wants to boost its made-to-measure service. Thanks to cutting-edge technology developed with its partner Shin Software, it has been able to develop "a cutting-edge 3D configurator that responds to customers' personal requirements: from the cut to the colour palette, styling, sizes and materials".
 
This function is currently applied exclusively to the "luxury Leisurwear" collection of shoes and informal luxury clothing, "of which more than 2,300 references are now available for customisation", the company says, indicating that this tool "allows the creation of 49 billion different combinations between clothes and styles, which can be made to measure and delivered worldwide in less than four weeks."
 
"The addition of this innovative 3D configurator to our made-to-measure service is a direct extension of Zegna X. Made-to-measure currently accounts for almost 10% of the Zegna brand's revenue and this extension of the Zegna X functionalities should encourage its growth and development", stresses Edoardo Zegna. To the expertise of its craftsmen, the group is adding an innovative technological element, which will take the physical form of a giant screen in the shop.
 
The first screen will be unveiled in Milan's flagship shop on Via Monte Napoleone during Design Week. It will then be extended to the main Zegna points of sale around the world. "By the end of the year, the configurator will be available also for tailored products, and by 2024 our customers will be able to customise any look from the collection through the zegna website using their own personal devices," the company announced.