ERMENEGILDO ZEGNA

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Ermenegildo Zegna• When Family Values Guide Global Expansion in the

LuxuryIndustry

• 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, specializationand innovation strategies

• the company’s philosophy revolves around threeprinciples:– Long-term objectives– Family ownership to ensure continuity– A sound ethical commitment enshrined in a rigorous

corporate governance system

Presence

Company history• First Generation Entrepreneur (1889–1910): The

Foundation of the Company• Second-Generation Entrepreneur (1910–1940s):

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

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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