Zegna's rebrand is paying off

Last December, the Ermeneglido Zegna Group announced the rebranding, with a new logo just before going public which a market capitalization of approximately 2.5 billion dollars. The company, which already in full pandemic, in 2021, had experienced increasing popularity with the revenue of the brand up by 49.9% and an increase in sales of 36.1%, confirms the premises in 2022: the director of financial department, Gianluca Tagliabue declared that sales could increase "at least" by 13% by the end of the year. An ascent driven by the USA, the United Arab Emirates and China, as well as the opening of seven new boutiques in Europe, the Middle East and Africa.

While rejecting once again the idea of ​​expanding into the women's category, Zegna believes that further gains can be achieved through a major enhancement of the brand's sneakers category, continuing in the wake of that "rejuvenation" process initiated by the successful collaboration with Fear of God in 2020 and with the "second advent" of Alessandro Sartori as the artistic direction of the brand in 2016. An endemic success that also involved Thom Browne, the brand acquired by the group in 2018, with a growth of 32%, and which has led to the upcoming opening of a new women's store in Milan.

Sustainability is the other major theme behind the rebranding: the group has declared that from next season it will definitively give up fur, despite Zegna and Brown already making an irrelevant use of it, less than 1 percent, in the various collections. When asked by WWD about a possible expansion of the brand in the Metaverse, Zegna admitted that it is “an interesting topic that we are studying. I don't have an opinion but I keep an open mind, we need to understand what it means and what it could do for us. We will not take any action until we understand."