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ZEGNA
A tailored design for a fashion icon
Industry
Luxury Fashion
Location
Milan
Year
2020
Deliverables

Digital Strategy
Information Architecture
Wireframe + Prototyping
User Journeys
Digital Design / UI + UX

The Italian menswear brand Zegna was founded in 1910 by Ermenegildo Zegna and is now one of the oldest fashion houses operating today. With a heritage in fabric and tailoring, their range of high-end fashion items are revered by many for their timeless style and luxury.

Zegna were seeking a luxury ecommerce experience with a strong emphasis on mobile browsing and Chinese market requirements. Using extensive market research, focus group studies and best practice benchmarks, we redesigned the new Zegna.com to better serve the highly-connected Chinese consumer, concentrating on three pillars: User Experience, Digital Efficiency and Brand Image.

Site Design: Six -- Build: External

The company has a rich history of social responsibility and customer service; it’s an intrinsic part of their heritage, expertise and people. The new website communicates and celebrates all of these attributes through improved navigation, UX and immersive storytelling, educating and inspiring the customer along any user journey.

A modular framework that allows for diverse layout combinations, facilitating all content from ever-changing to evergreen.
With a diverse and international audience, the functional considerations for the site were paramount in driving consumers to purchase.
In the era of the connected digital consumer, the website brings heritage, company values and brand experiences to life in an immersive and memorable way.
We increased conversion rates for all markets, through improved search functionality and a streamlined checkout process.

FIRST HAND EXPERIENCE

Our design decisions were based on direct contact with the Zegna ecosystem, from factory tours to store visits. Feeling the materials, witnessing the innovative manufacturing processes, and experiencing the high level of customer service firsthand, provided us with an intimate knowledge of the brand’s ethos.

Typefaces have a huge impact on the way a brand communicates. It’s not just what is said, it’s how it’s said.

TYPOGRAPHY

We selected a range of typefaces that would help communicate different facets of the brand whilst achieving the right combination of functionality, flexibility, personality and context.

Schnyder balances the line between heritage and fashion, and was the perfect choice for distinctive headline treatments. Its heavy and distinctive style offsets beautifully against GT America, creating a harmonious typographic hierarchy both online and offline.

Industry
Luxury Fashion
Location
Milan
Year
2020
Deliverables

Digital Strategy
Information Architecture
Wireframe + Prototyping
User Journeys
Digital Design / UI + UX

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