Measuring it up right

The Ermenegildo Zegna Group is a known name in luxury men���s clothing. The Italian menswear brand has carved a strong niche for itself in the Made to Measure service and formal wear, both of which see a loyal set of customers.

The group also has to its credit a host of environmental friendly activities. Anna Zegna has been the Image Director of the group for over five years. On a recent visit to the capital, she spoke to Neha Dewan on the India connect, business opportunities and the plans ahead for the brand. Excerpts:

How much has recession impacted your business?

We haven���t been that hit. Amercians have been more affected than others. We have been 25% below target in USA. Parts of Asia are doing well. Our customers are already quite price conscious and careful about what they spend. We already had conscious shoppers as our clientele. Moreover, we haven���t suffered as we have never been an excess brand.

You currently have three stores in India. Are you looking at any expansion plans in the near future in the Indian market?

Give us the opportunity and we will expand! The lack of suitable real estate poses a deterrant. A lot of mall developments in the country are still on hold. We are open to expansion but in the right retail format. Our vision is to position our brand in the same manner as anywhere in the world.

What inspired you to shoot an advertising campaign in India?

We were very inspired with India, the heritage and culture which also reflects our brand ethos. We saw it as a tribute to the country synonymous with such a vibrant tradition. Our previous campaign was shot in China during the year of the Olympics.

Tell us a little more about the Made to Measure line in Zegna. How much of a success are tailored suits in India?
A customer can wear a test garment and look at different styles.

Our Bespoke tailoring sees 18 hours of handwork with 33,000 handstitches! A lot of Indian customers live in London or other international markets and are quite well-acquainted with this line.