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Ermenegildo Zegna


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Ermenegildo Zegna

  1. 1. Great Minds, Think Alike.<br />Submitted by:<br />Ashima Kaur<br />
  2. 2. HISTORY<br /><ul><li>Ermenegildo Zegna founded the company in 1910 in Trivero (Italy).
  3. 3. In 1942 the company was renamed Ermenegildo Zegna and Sons because Ermenegildo's sons Aldo and Angelo joined the company.
  4. 4. In 1973 and 1975 a factory was opened in Spain and Greece, respectively.
  5. 5. The first boutique was opened in Paris in 1980, followed by Milan in 1985.
  6. 6. Aldo died in 2000, but Angelo remains the Honorary President of the company.</li></li></ul><li>MOOD BOARD FOR MEN'S FORMAL APPAREL<br />
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  8. 8. About Zegna<br /><ul><li>The brand is the symbol of class, elegance and luxury.
  9. 9. Most Zegna suits cost in the US $2000-$3000 range.
  10. 10. Su MiSura comes in two different varieties, the “Napoli” and the “Positano”.
  11. 11. Manufactures suits for labels such as Gucci, YSL, Tom Ford.</li></li></ul><li>About Zegna<br /><ul><li>The Ermenegildo Zegna Group is the world leader in luxury men’s clothing. The Group is still a “family business” and is managed by the fourth generation of the family.
  12. 12. Ermenegildo and Paolo, as CEO, alongside Anna, Benedetta, Laura and Renata Zegna.
  13. 13. Brand Extension is in various other merchandise.</li></li></ul><li>MOOD BOARD OF ERMENEGILDO ZEGNA STORES<br />
  14. 14.
  15. 15. Gross revenue in 2007 was € 8434million.<br />GROSS REVENUE<br />
  16. 16. <ul><li>Ermenegildo Zegna 78%
  17. 17. Other Brands 22%</li></ul>Revenue Break Down<br />
  18. 18. <ul><li>In 2003 launched new fragrance “ESSENZA DI Zegna” marketed by YSL & Gucci group.
  19. 19. It is the first luxury retailer to enter India with a 51% stake after the government allowed single-brand retailers to do so.</li></ul>Expansion<br />
  21. 21.
  22. 22. <ul><li>From 1937 they started promoting their brand by their logo only. 
  23. 23. Internationalization of production:</li></ul>1910 - Italy<br />1973 - Spain<br />1991 - Mexico, Turkey<br />1997 - Switzerland<br />2003 - China<br />Advertisement<br />
  24. 24. <ul><li>Giorgio Armani
  25. 25. Gucci
  26. 26. Versace
  27. 27. Prada
  28. 28. Fendi
  29. 29. Imitators </li></ul>Competitors<br />
  30. 30. <ul><li>Zegna does its promotion through advertising in magazines, on their websites and also by providing end of season sales and also by fashion shows.
  31. 31. The Zegna Oasis, created in 1993. This is now a nature park covering over </li></ul>100 sq km, in which various <br /> activities are organized to <br />help people appreciate the <br />beauty of the country.<br />Promotion<br />
  32. 32. <ul><li>Known for Men’s luxury clothing.
  33. 33. Distributing its product in over 80 countries.
  34. 34. Generating over 88% of its sales overseas.
  35. 35. Powerful operation in both mature & immerging market.</li></ul>Impact of Zegna<br />
  36. 36. S.W.O.T Analysis<br />S.W.O.T is<br /><ul><li>STRENGTH - Internal positives
  37. 37. WEAKNESS - Internal negatives
  38. 38. OPPURTUNITY - External positive
  39. 39. THREAT - External negative</li></ul>The company can work in each area with<br />complete knowledge & understand what they<br />need to mend for growth.<br />
  40. 40. <ul><li>Zegna is a very well known brand.
  41. 41. Global men's luxury fashion brand rated the ‘Best of the Best' in the luxury menswear segment of the 2009 luxury brand status index survey.
  42. 42. It competes in high growth market.
  43. 43. It offers a variety which is with the latest trends.</li></ul>Strength<br />
  44. 44. <ul><li>Promises Quality (superfine merino wool and cashmere fibers derived from the Kasmir goat are used)
  45. 45. R&D- Continuous technological innovation based on customer needs. </li></ul>Strength<br />
  46. 46. Weakness<br /><ul><li>Zegna is still running a family business.
  47. 47. It caters to a small audience (elite class).
  48. 48. High price range - an average suit costs </li></ul>2,000 to 3,000 $, that is, Rs.1,00,000 to 1,50,000.<br /><ul><li>Conversion of money (current exchange rate)</li></li></ul><li>Opportunity<br /><ul><li>Millions of luxury brand customers untapped.
  49. 49. Tom Ford Partners With Zegna To Make Clothes.
  50. 50. Zegna has prospered a lot due to China and still has a tremendous scope.
  51. 51. Untapped Eastern European markets, focusing on Russia and Central Europe, both proving recently to be extremely volatile during the current crisis.
  52. 52. It can expand in liquor market.
  53. 53. It can open a corporate hotel chain.</li></li></ul><li>Threats<br /><ul><li>Competitors
  54. 54. Imitators
  55. 55. Concentration is only on luxury Men’s apparel.</li></li></ul><li>Recommendation (Short term)<br /><ul><li>Improve their website, it should offer more information and clarity.
  56. 56. Brand awareness should be promoted in the World market.</li></li></ul><li>Recommendation (Long Term)<br /><ul><li>Introduction of lower price range.
  57. 57. Focus on untapped women’s market in a more exhaustive manner.
  58. 58. Focus on brand awareness through various mediums.
  59. 59. Strict rules and regulations should be adopted for imitators.</li></li></ul><li>Brand ZEGNA has explored all possible aspects being a<br />luxury apparel brand. It has extended into sports<br />apparel, accessories, fragrances and so on.<br /> The brand wanted to extend in a way that there is a wider<br />target consumer, being captured giving them brand<br />experience.<br /> Brand experience will be created to add to the brand<br />value, hence it is extending into hotel chain; which consists<br />of business suites, thematic conference halls, seminar<br />rooms, and so on.<br />Brand Extension<br />
  60. 60. The TARGET CONSUMERS of Zegna are:<br /><ul><li>Elite Class
  61. 61. Corporate
  62. 62. Celebrities
  63. 63. Socialites</li></ul>Basically, people with élan and sophistication. <br />Target Consumers<br />
  65. 65.
  66. 66. <ul><li>Business Suite-The room</li></ul>in Zegna Hotel is defined as <br />luxury and class with its<br />décor.<br /><ul><li>Dining Facility- There </li></ul>will be two multi cuisine <br />restaurants at the Zegna Hotel. <br />About HOTEL<br />
  67. 67. <ul><li>Business Facility- </li></ul>Seminars and Business Conferences.<br />Secretarial services.<br /><ul><li>Meeting room- </li></ul>Every type of <br />business event.<br />About HOTEL<br />
  68. 68. MOOD BOARD FOR HOTEL<br />
  69. 69.
  70. 70. <ul><li>Training Venues- If a </li></ul>training session in the right<br />environment.<br /><ul><li>Conference hall- </li></ul>A conferencehall is a <br />room provided for <br />singular events such<br />as business <br />conferences. <br />Type of Business Meeting Areas<br />
  71. 71. <ul><li>Themed conference venues -</li></ul>Business becomes more used to<br />the idea that conference<br />venues do not have <br />to take place in <br />traditional office <br />settings.<br />Type of Business Meeting Areas<br />
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  74. 74. Recreational Facility- The recreational facilities in Zegna Corporate House will comprise of,<br />Sight Seeing <br />Assistance<br />Well maintained garden<br />Rooftop swimming pool<br />Jacuzzi and Steam<br />Fitness center<br />About HOTEL<br />
  75. 75. Some additional facilities offered at Corporate House will make the stay more pleasurable. The list of these additional facilities include,<br />Car Hire Services<br />Doctor on Call<br />Currency Exchange<br />Laundry / Dry cleaning<br />About HOTEL<br />
  76. 76. Brochure For ZEGNA Corporate Hotel<br />
  77. 77. Zegna Corporate Hotel<br />Welcome to Zegna Corporate Hotel, a strategically located complex deluxe serviced Apartments that offer a seamless blend of the luxuries of a hotel and the comforts and privacy of a home. Zegna Corporate Hotel is the ultimate destination for the corporate traveler, looking for a long stay. Offering Luxurious accommodation  that allows you to work and unwind with ease alongwith a host of amenities.<br />
  78. 78. Thank You<br />