Ermenegildo Zegna is a luxury Italian menswear brand founded in 1910 that remains family-owned. It produces high-quality wool fabrics, suits, shirts and other clothing. Zegna sources the finest raw materials like cashmere, mohair and merino wool directly from farms and controls the entire production process. Over time, the brand has evolved its classic styles to also offer modern fashion-forward collections while maintaining its high standards of craftsmanship. The document explores Zegna's history, strategies, product lines and vision to blend tradition with innovation for discerning modern men.

1. Since 1910 1

2. CAUTION : MEN AT WORK 2

3. INDEX HISTORY BRAND THEN & NOW ZEGNA STRATEGY COLLECTIONS ACCESSORIES FABRIC MAESTRO CUSTOM MADE ZEGNA SALON 3

4. HISOTRY “A great family makes a great company, a great company makes a great family.” Gildo Zegna 4

5. Although the company does not itself own sheep herds, it works closely with breeders and farmers in Australia, South Africa, and Mongolia to ensure its supply of top-grade cashmere, mohair, and merino wool. This commitment to top quality enables the company to produce fabrics from threads as fine as just 11 microns . Ermenegildo Zegna, named for its founder, remains wholly controlled by his family, now represented by its fourth generation, cousins and co-CEOs Ermenegildo and Paolo Zegna. Other members of the Zegna family play active roles in the company. Ermenegildo Zegna SpA is the world's leading luxury men's suit maker. Based in the mountain village of Trivero, Italy, near the Swiss border, Zegna is a vertically integrated business, producing more than two million meters of fabric, more than 350,000 finished suits, and another two million shirts, ties, sportswear, and accessories per year. The quality raw materials from their markets of origin and fabric innovation has been the Brand's key to success till now.Zegna develops its own fabrics from the world's finest wools-- 5

6. BRAND The founder's sons, Angelo Zegna, President of the Group, and Aldo Zegna, who passed away in 2000, took over the management of the company from their father in the '60s. They lead the company into the ready-to-wear market with line of men's clothing aimed at the top end of the market, followed gradually by knitwear, accessories and sportswear. 6

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8. THEN & NOW The flash back to the classic men in the old days in comaprison with the modern day men , from conservative men to the most modern open minded men. How they behave , the lifestyle and the way they dress . In this book the brandanalyseand understand the REAL MEN & REAL MODERN MEN . Its not only a book about brand , its a whole world and understanding of TIMELESS REAL MEN . 8

9. LOOKS THEN 9

10. LOOKS NOW As its visible , no matter what decade it is , no matter what fashion it is , the REAL MEN follow the classic fashion. 10

11. SOCIETY THEN & NOW A REAL MEN IS AN INSPIRATION TO THE SOCIETY AND THE PEOPLE AROUND THEM.THROUGH DIFFERENT CHANNELS MEN INSPIRE OTHERS AND GET INSPIRED. 11

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15. LEISURE THEN & NOW 15

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19. THEN & NOW MOVIES & MUSIC 19

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22. GROOMING THEN & NOW 22

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24. 'Thank heavens, then, for the arrival of Murdock, a salon inspired by traditional ideas of men’s grooming and retail. It offers a full range of services, including moustache and beard trims, wet shave, beard re-shaping and manicures, which are surprisingly enjoyable. A full two hours of pampering including shampoo and haircut, traditional wet shave, manicure and shoe polish can be had for £65.‘ Timeout Magazine ‘At Murdock we like to think that we have a particular British sensibility, inspired by traditional ideas about men and retail, but successfully brought up to date with a modern attitude’ 'Murdock, a luxurious barbers and gentlemen's grooming store, is a one-stop shop for the discerning dandy. ' The Times 24

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27. ZEGNA STRATEGY PIZZA FROM ITALY , CHAMPAGNE FROM FRANCE, ,WATHCES FROM SWITZERLAND , THIS IS THE STRATEGY Mr.ZEGNA USED WHEN HE STARTED PRODUCING THE FABRICS. TO BRING IN THE BEST QUALITY RAW MATERIALS FROM THE ORIGIN OF ITS MARKET PLACE . 27

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29. COLLECTIONS A LOOK INTO THE COLLECTIONS WITH THE INSPIRATIONS AND THEORY OF THEN&NOW . 29

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38. ACCESSORIES TIMELESS JUST LIKE THE SOCIETY EXPERIENCE WE COME THROUGH THE ACCESORIES OF THE REAL MEN REMAINS TIMELESS . 38

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47. FABRIC MAESTRO STYE AND INNOVATION FOR A STRONG AND DISTINCTIVE IDENTITY 47

48. Basing itself on all the years of experience it has acquired, while at the same time constantly investing in research and new technology, the Ermenegildo Zegna wool mill has concentrated most of its activities upon the production of high quality wool, cashmere and mohair fabrics. In other words, the best there could possibly be in the world in terms of noble fiber. Another basic feature of fabrics is the production cycle undergo which creates two distinctive types of fabrics: worsted and woolen. 48

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52. SEASONAL FABRICS 52

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57. MADE-TO-MEASURE: This just means that your suit is adjusted with your measurements from what is called "MeasuremenBlock."BESPOKE SUITS: This means that a tailor will cut and fit a suit according to your specifications, generally by hand. These professionals work wonders, they can literally transform a poor fitting suit into the PERFECT FIT. In men's clothing, options are always a good thing. In the case of custom suits, its a great thing! Do not be intimidated, you will have all the help that you need. A skilled tailor is always very helpful and respectful. They understand that they are at your service and that you may have questions. 57

58. CUSTOM MADE 58

59. ZEGNA MEN SALON A FUTURISTIC TRADITIONAL SALON COMBINING THE WHOLE IDEA OF “ MODERN REAL MEN ” SALON IS COMBINED WITH A TRADITIONAL BARBERSHOP A SHOE POLISH CORNER TAILOR CORNER FOR MADE TO MEASURE TRADITIONAL CAFE 59

60. SALON MOOD 60

61. “Our mission is to look to the future and turn our tradition to good account” Gildo and Paolo Zegna 61