Microsoft PowerPoint - Lesson 2.pptxErmenegildo Zegna • When Family Values Guide Global Expansion in the
Luxury Industry
• Long-lasting family ownership has ensured continuity, with the values and the entrepreneurial mindset passed down from one generation to another
• The mission is to satisfy the needs of high-end consumers in menswear all over the world, and to become a solid market leader by valorizing the Ermenegildo Zegna brand through high-quality products and customer service, brand recognition, selective distribution, specialization and innovation strategies
• the company’s philosophy revolves around three principles: – Long-term objectives – Family ownership to ensure continuity – A sound ethical commitment enshrined in a rigorous
corporate governance system
Fabric Quality, Process Innovation, Brand Recognition
• Third-Generation Entrepreneurs (1950s–1980s): Ready-to-Wear Collections, Delocalization of Production, and Internationalization or Retail Network
• Fourth-Generation Entrepreneurs (1990s–Today) : Vertical Integration, Brand Extension, and Licensing
15/04/2017 INTERNATIONAL MARKETING (B) - Loretta Battaglia 27
15/04/2017 INTERNATIONAL MARKETING (B) - Loretta Battaglia 28
Internationalization Strategy Success Factors
• Product Excellence: Combination of Global and Local Resources for Product Innovation
• International Brand Strategy: From Brand Recognition to Brand Extension to Global Brand Reputation
• Fully Integrated Supply Chain: Forward and Backward Vertical Integration
• Family Values and Corporate Social Responsibility