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Anna Zegna, quality for man
Rome - (Adnkronos Multimedia) - Anna Zegna is in charge of communications at the Zegna Group, (www.zegna.com), one of the leaders in Italian fashion. A firm with almost 100 years of history behind it, dozens of shops all over the world, and sales of around 700 million euro. We asked Anna Zegna what had been the most significant steps in the evolution of the Group over nearly 100 years of history.
"The firm was founded in1910 in Trivero, near Biella, by our grandfather, Ermenegildo. The aim was to produce textiles for men's wear of a superior quality and the strategy was focused on a direct selection of the best raw materials. The sons of the founder, Angelo e Aldo Zegna, took over from their father in the Sixties, promoting the entrance of the firm into the high-range bracket of men's wear. Then gradually knitwear was added, as well as accessories and sportswear. The Group has therefore achieved a gradual development towards a fully vertical system and today creates, produces and distributes directly three collections of men's wear and a complete range of accessories, ranging from ties to the latest line which includes leather goods. The vertical integration of the firm was completed with the opening of the first mono-brand boutique in Paris (1980) and in Milan (1985)."
Starting out from knitwear and then on to a wide-ranging presence on the fashion market: why did you make this choice?
"Ours is one of the few firms to have a completely vertical system. We control everything: from the choice of raw materials to the production of years, textiles, clothing and all the other articles that Zegna produces in our factories and distributes through our shops, thus allowing us to have complete control over creating value."
What kind of marketing strategies have you developed towards growth on international markets?
"The firm has evolved by concentrating on retailing, on client service and tailoring to measure. We have tried to maintain as far as possible our preference for retailing, with the opening of new boutiques and with the further expansion of markets such as India, Eastern Europe, and Asia, with special attention being awarded to China. An important factor which has helped us to grow in a constant and progressive manner has been the coherence in going ahead with certain principles which have contributed to our arriving where we are today: maintaining quality at 360 degrees, not only with regard to the product itself but also with regard to the service provided and to the management of relationships in the firm and outside: the creativity and innovation applied at all levels of the manufacturing process; the choice of suitable partners and locations; a management policy in our shops at the service of our clients.".
What role do you give to research and to technological innovation?
"Our firm is based on a combination of the use of traditional techniques for products made by hand, with the greatest care dedicated to modern craftsmanship in our basic products. The most advanced technology is applied to our planning systems for production, and in procedures for receiving orders and their delivery. The company remains faithful to the philosophy of the founder to produce high quality textiles, using the most advanced machinery, but still maintaining many of the procedures which were followed when the firm was founded."
What are the future challenges for the Zegna Group?
"Our strategy is centred on exploiting the market potential, taking into consideration the population, its purchasing power and attitudes towards luxury men's wear. The countries most interested today are China and, in general, the countries of Eastern Europe, where there are enormous opportunities. We intend to continue to expand on these markets, opening new shops and investing in product innovation, service and quality, following a more personalised approach to business and to products with further developments in the Zegna line for men and the Agnona line for women, with a greater emphasis in the collection on leather accessories, which represent a great opportunity for us.
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