Publications
Publications
- August 2023 (Revised September 2023)
- HBS Case Collection
Zegna
By: Rohit Deshpandé, Dante Roscini and Elena Corsi
Abstract
In 2023, the Italian luxury Zegna brand, traditionally known for formal menswear, was refocusing towards leisure wear, following a recent consumer trend. Such a move exposed the brand to more competition, in a segment where perhaps its made-in-Italy feature was less of a value-added. In addition, Zegna was increasingly challenged by the growth of large international brands, such as LVMH and Kering, which acquired many luxury Italian brands and increasingly also Italian suppliers. While defining a new marketing strategy, the company was rethinking its core brand strengths.
Keywords
Marketing Strategy; Product Marketing; Product Positioning; Luxury; Competition; Fashion Industry; Italy
Citation
Deshpandé, Rohit, Dante Roscini, and Elena Corsi. "Zegna." Harvard Business School Case 524-021, August 2023. (Revised September 2023.)