Revealed at Milan Design Week 2023, Zegna X extends the house’s historical made-to-measure service using Microsoft-developed AI technology, giving billions of options to personalise its collections
When you’ve dressed men since 1910, it’s a fair assumption that you know how to meet their expectations. For the luxury Milan-based brand Zegna, that means moving into AI with its new platform, Zegna X, that takes its traditional made-to-measure service into state-of-the-art territory.
Currently only available in-store, the service is being rolled out online by 2024 so that customers can personalise their looks on the move or from the comfort of their desks. It is, says artistic director Alessandro Sartori, ’a deep dive into the tailoring experience’, one that improves, rather than replaces, human interaction.Zegna X at the house’s Montenapoleone boutique in Milan
The service will heighten the luxury experience, says Edoardo Zegna, chief sustainability and marketing officer, who coins the approach ‘clienteling’. ‘I’ll tell you what a luxury experience is for me,’ he continues. ‘I should be able to walk into a store and there is a room that is only in products of my size. When [we] offer a more efficient and straight-to-the-point experience, the customer sees the benefit and the spend increases drastically. A customer that is [engaged with] on a one-to-one basis spends 75 per cent more.
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