ZEGNA X

A new digital era powered by technology to rewrite the luxury consumer experience

Catering to generation after generation, ZEGNA has always put the needs of its global customers at the forefront by adapting to meet their evolving expectations.

Motivated by this customer-centric ethos, ZEGNA has launched ZEGNA X, the newly named digital ecosystem and customisation tool that is rewriting the future of luxury service. After two years of development and testing, ZEGNA X currently includes a set of tools that are set to become an integral part of our digital journey.

To date, it has incorporated our outreach app which accounts for about 45% of ZEGNA fullprice retail revenues. This service has empowered the brand’s style advisors to serve customers on a personal basis by allowing them to send product images via SMS, e-mail, social media, WhatsApp, and WeChat.

ZEGNA X is an evolutionary leap to bridge the gap between physical stores and digital channels. The innovative technology features a state-of-the-art 3D style configurator that addresses the specific personal requirements of clients — from cut and colour, to styling, measurements, and material. Initially, the focus will be exclusively applied to our Luxury Leisurewear collection.

Edoardo Zegna, Chief Marketing, Digital and Sustainability Officer of ZEGNA, said, “Technology is a luxury when it makes your life easier. At ZEGNA, we see digital as something way bigger than a mere sales channel. The ZEGNA X digital ecosystem today already accounts for about 45% of our sales in the post covid era. After a two-year pilot program, ZEGNA X is successfully redefining the personalised services and styling we provide our customers through the lens of a unique digital experience. Adding our made to measure service to this innovative 3D configurator is a direct extension of ZEGNA X. Made to Measure already represents approximately 10% of ZEGNA brand revenues, and the addition of the ZEGNA X capabilities will further its growth and reach.”

Together with its Made to Measure service, ZEGNA X combines the best of art and science. Art is synonymous with the craft of the Maison’s tailors, who provide unmatched Italian expertise and taste. Initially, the science is made of 49 billion potential combinations of clothes and styles that can be custom made and delivered worldwide in less than four weeks.

The ZEGNA X 3D configurator, developed in collaboration with technology partner Shin Software, will launch initially for Luxury Leisurewear clothing and shoes, of which more than 2,300 products will be available for personalisation. Dedicated style advisors from around the globe will be able to take advantage of ZEGNA X to contact their customers and suggest the best styling options based on their individual tastes and requirements.

The ZEGNA X 3D Configurator In-Store Maxi Screen will be unveiled at ZEGNA’s Montenapoleone store in Milan during the Salone del Mobile in April, followed by a launch across key global stores worldwide. Tailoring will be launched by the end of this year and by 2024, consumers will be able to customise any look of the collection via zegna.com using their personal devices.