The Italian men’s fashion specialist Zegna has integrated a 3D configurator into its own app, with which customers can be given individual advice. This service helps Zegna’s Style Advisors provide personalized attention to their customers by allowing them to send product images via SMS, email, social media, WhatsApp and WeChat. In addition, the Zegna Made-to-Measure Service is to be integrated into the app.
With the new tool, Zegna wants to close the gap between stationary trade and digital channels. The innovative technology features a modern 3D style configurator that can respond to customers’ specific personal requirements, from cut and color to styling, fit and material. Initially, the focus is solely on the Luxury Leisurewear collection.
The development of the new digital tools, which are to become an integral part of the digital development of the brand, took two years. The previous app accounted for about 45 percent of Zegna’s full-price retail sales to date.
The new Zegna X 3D configurator in-store maxi screen will be presented during the Salone del Mobile in April at Zegna’s Montenapoleone store in Milan. This is followed immediately by a launch in key global stores.
Zegna X for the tailoring category will be launched by the end of this year. From 2024, consumers will be able to customize every look of the collection via the website on all personal devices. From then on, over 2,300 products should be available for personalization. “Made-to-measure already accounts for approximately 10% of sales, and the Zegna X technological capabilities will continue to drive the growth and reach of this category,” said Edoardo Zegna, Zegna’s Chief Marketing, Digital and Sustainability Officer.