What they want from a century ago

Posted on July 5, 2010

The Italian fashion house Ermenegildo Zegna turned one hundred years. He celebrated with pomp in Milan and continues to reaffirm his style: discretion and at the same time, great elegance.


The numbers speak for themselves: 4 generations, 500 own stores, 60 countries and 100 years since Ermenegildo Zegna founded in 1910 which was then only a tailoring has become over time a fashion empire that locks in all. continents.
¿Secrets? As usual, business successes are not explained in a nutshell. But it is perhaps fair to say that the Zegna family and financial clan-a hitherto indissoluble have captured the enormous changes in the relationship between man and fashion.


So, in 1968 they were one of the few brands who dared to disrupt the (until then) structured male wardrobe. Imposed comfort and elegance, extended the "allowed" colors and definitively-in led the pret-a-porter details before reserved only tailors specialists.
That renewal is not passed to the other end; Zegna still selling a discreet style.


More and more products

The first century of existence of Zegna closes with a huge and competitive market where the Italians know take place. Its product portfolio now includes everything from sportswear to formal footwear, perfumes, sunglasses and accessories for the skin.
The novelty of 2010, however, is the underwear line, an item that so far the company both through their lines as Ermenegildo Zegna Z Zegna - no one had dared to venture.
Beyond the commercial success that can reap these new products, Zegna seems to promise that it will remain true to herself while interpreting what men want.

Written by Andrés Bacigalupo
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