Since 1910, Italian fashion house Zegna has built a reputation for quality fabrics, especially cashmere and wool, and sophisticated expressions of elegance for men.
The company’s latest move accelerates its commitment to meeting the needs of its clients where they live. This is increasingly in the digital realm.
Zegna has announced an upgraded version of its ZEGNA X system, developed with Microsoft technology that uses data tools and artificial intelligence (AI) to personalize the shopping experience.
ZEGNA X360 connects style consultants and customers online. The system enables a personalized shopping experience with a 360-degree “configurator” that lets you see how different clothing combinations work. The company also said it would invest more in its relationship with Microsoft, working with him to find ways to use AI in other aspects of his work.
After a two-year trial period, the ZEGNA X system already accounts for around 45% of revenue from Zegna boutiques, according to Edoardo Zegna, Chief Marketing, Digital and Sustainability Officer at ZEGNA Group. Clients can order custom clothing and have it delivered anywhere within four weeks.
We spoke with Zegna about how the company is using AI and other technologies to improve its customer service, efficiency and sustainability efforts. Conversations have been edited for clarity and length.
Ten years ago, would you have imagined that you would be doing bespoke tailoring like this with digital tools?
Fifteen years ago, there was an idea that luxury brands had status and egos. … There was this idea: ‘I am luxury, I am fashion, I decide if I accept you or not’. Almost scared me to enter the store.
I think this has completely shifted. I think the idea of having to wait for a customer is completely outdated. Instead, we should try to be a part of his life and if we want to be a part of his life, how he lives, what he likes, how he wants to be in touch You should try to understand what
Style consultants kept this information in small notebooks. The big shift happened to him 10-15 years ago when a luxury company decided not just to create products for specific customers, but to become a data company creating ways to reach them.
How do you maintain your concept of luxury in a digital world?
A very personal contact. It’s not intimidating, it’s more like the connections you’re making. A service is the delivery of a product from location A to location B. Client telling is how you make your customers feel unique, how you make them feel important.
Zegna was one of the first fashion brands to adopt sustainability as its ethos and find ways to reduce waste. How does the use of new technology fit into that?
One of the reasons we are working with Microsoft is how we use AI to streamline and personalize.
Clearly, the faster you can predict the products your customers might need, the less waste you have. Ultimately, shipping is much less. Instead of shipping clothing from the warehouse to the store, you can ship it from the warehouse.
The way things are made sustainable is done throughout the product value chain. How can we go net zero in the creation of all our products? That includes how we cut fabrics and how we recycle waste fabrics and yarns.
What are your hopes for how AI can improve your business?
We currently use Azure for CRM (customer relationship management), data collection, reporting, analytics, and predictive analytics across the board. We will be moving all of our IT infrastructure to the cloud starting in July.
But I think the next step, that’s why we’re making this announcement and why we’re working closely with Microsoft, is the next step in personalization. can improve the relationship between How likely are they to respond to short or long texts? What images do they respond to?
Finally, there is a committee on production. How to make the whole process more efficient, such as optimizing the timing of delivery and space. AI is basically the future of every industry.
Is there a conflict between Zegna’s dedication to tradition and its use of cutting-edge technology?
I don’t think so. Ultimately, there is magic in all things luxury, clothing, and art. You have the power of emotion. And that emotion cannot be synthesized from algorithms. That’s what you have to provide in addition to the vast amount of data you have. Its secret and success is a combination of art and science. One does not replace the other.
Top image: A virtual “fitting room” where you can try on clothes in a virtual world. Photo by Xenia.
