The world's men's brand "Zenia" flagship store on the Bund unveiled

Following Cartier, the second “resident” on the 18th on the Bund was officially settled on Saturday, and Ermenegildo Zegna’s largest flagship store in Asia, the world’s leading menswear brand, appeared on the Bund No. 18 and began trial operations.

“Zernia will develop in China at the speed of 5-6 new stores each year,” said Yu Li, a public relations manager at Zegna Trading (Shanghai) Co., Ltd.


In fact, the Bund No. 18 is far more important to Zegna than clothing display and sales venues, but is a “base” for strategic planning of the entire Greater China region.

“In April of this year, we will move the head office of Greater China from Hang Lung Plaza to No. 18 on the Bund and join the flagship store to enter this small building with rich history and culture.” Yu Li? told reporters that at present, China It has become Zegna’s fourth-largest market in the world and is second only to Japan in Asia.

The flagship store of the Bund No. 18 is the largest flagship store in Zegna Asia, with a total construction area of ​​990 square meters, second only to Milan and New York flagship stores; the entire store is divided into three floors, with one-story accessories (tie, shoes, etc.) and the second floor is The young and casual collections (Zegna and Zegna Sports), on the third floor, are the highest-level handcrafted collections (Cou-ture), and the exclusive tailor-made area in the Bund 18 flagship store.

“The tailor-made area is one of the most distinctive parts of Zegna. All garments are sized in China, and orders are made in Italy and then shipped back to China at a price that is about 15% higher than that of ready-made garments. Among our customers, 95% All Chinese." Yu Li introduced.

As the first luxury brand to enter the Chinese market, Zegna's sales in China have increased by 20% per year since 1991. So far, it has 52 stores in 22 cities (including 3 flagship stores) and plans to add 5-6 stores each year (including the expansion and expansion of stores). “In April of this year, Zegna will open another 500 square meter store in Hangzhou’s European Street. In addition, a Shenzhen store will open in April and May this year.”

Zegna is such an expansionist that it can be described as a "first choice" in many luxury brands. “China’s luxury consumption is only just beginning. Zegna’s desire to win market opportunities in various industries.” A veteran in the clothing industry believes that in China, only Amarni and top brands of men’s clothing that can compete with Zegna are only Amarni’s. Louis Vuitton.

At present, Zegna has a 30% share of the men's luxury goods market in China, but Louis Vuitton has been the market leader for three consecutive years, and Armani had just entered the Shanghai market last year.