Luxury brands must innovate a Digital World – Ermenegildo Zegna
June 12, 2019
Luxuria Lifestyle East Africa had the unique opportunity to get insights into the future of the retail landscape for luxury brands globally and in Africa. According to Eduardo Zegna, Ermenegildo’s Head of Omnichannel, Content and Innovation, luxury businesses should not celebrate having a digital strategy anymore. His keynote speech titled “Why do we still speak about digital?” He says every business should be digital in today’s market place and companies need to accept that the consumer will dictate the way forward with their digital behaviours. He adds that companies should therefore integrate digital policies in every department and not simply in marketing.
At an event organised by Microsoft themed “Digital Difference in Retail and Branded Goods” in Paris the brought very interesting perspectives into focus. ‘Brands need to evolve their messages in line with the changing consumer’. Eduardo said. ‘Companies will more and more be marketing-led rather than product-led; a company must be able to explain to the consumer why they should buy a product, otherwise they shouldn’t be making it in the first place’ He added.
Zegna, a leading brand in menswear since 1910 has put service at the core of its business’s DNA seeking to understand its current and future customer. With the help of Microsoft’s innovative solutions this is becoming a reality. Office 365 is the first touchpoint, and Zegna has incorporated content management platform Microsoft Sharepoint, and internal communications site EaZy into its everyday functions. According to Vincenzo Esposito, director of the Division Enterprise Commercial at Microsoft Italy, the enhancement of data spread in the company processes, will allow to further improve the customer experience and to defend the competitive advantage at an international level”,
Today there are 505 Zegna stores (272 company-owned) in over 100 countries around the world. 56 stores are in the United States, 30 in Asian, 20 in Europe and only 5 in Africa, located in Nigeria, Morocco, Egypt and South Africa. Reaching more customers in new and emerging markets cost effectively will need an effective digital strategy.
The omnichannel strategy Zegna uses is enabled by the Dynamics 365 for Customer Engagement platform, which allows an effective customer relationship management. Today, the Microsoft Conference showcased how the fashion and tech industries continue to develop side-by-side, improving customer engagement and enhancing marketing strategy in 2019 and beyond.
Just under a year ago the Ermenegildo Zegna Group finalized a landmark agreement for 85% of Thom Browne, Inc., a new diversified market for the Group. This acquisition, among others, demonstrates the pioneering strategic focus that has characterized the Group since the very beginning.
This gathering at Station F in Paris illustrated how the fashion and tech industries continue to develop side-by-side, improving customer engagement and enhancing marketing strategy in 2019 and beyond.
Written by Michael Mwai For Luxuria Lifestyle East Africa