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  • August 2023 (Revised September 2023)
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Zegna

By: Rohit Deshpandé, Dante Roscini and Elena Corsi
  • Format:Print
  • | Language:English
  • | Pages:25
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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.)
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About The Authors

Rohit Deshpande

General Management
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Dante Roscini

Business, Government and the International Economy
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Related Work

    • August 2023 (Revised September 2023)
    • Faculty Research

    Zegna

    By: Rohit Deshpandé, Dante Roscini and Elena Corsi
    • April 2024
    • Faculty Research

    Zegna

    By: Rohit Deshpandé, Dante Roscini and James Barnett
Related Work
  • Zegna By: Rohit Deshpandé, Dante Roscini and Elena Corsi
  • Zegna By: Rohit Deshpandé, Dante Roscini and James Barnett
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