Zegna introduces artificial intelligence to elevate luxury customer experience

Luxury Italian label Zegna has joined forces with Microsoft to create the Zegna X configurator, the world’s most advanced shopping customization tool, "elevating the path for today and tomorrow".

The menswear retailer is paving the way for the future of clienteling with the power of Artificial Intelligence (AI) developed on Microsoft technology. The new technology allows customers to have a truly unique and personal shopping experience like never before.

Over the years, Microsoft has partnered with Zegna to provide a range of solutions from its technological platform to support the company’s priorities and development to bridge the gap between physical stores and digital channels.

The business already employs style advisors to serve customers on a one-on-one basis via SMS, e-mail, social media and WhatsApp. As it stands, the Zegna X digital platform accounts for nearly half (45%) of the luxury labels' full-price sales post covid.

Adding to its existing digital services, Zegna has introduced a state-of-the-art 3D style configurator, which will address all aspects of its clothing including cut, colour, styling, measurements and materials.

Today's launch focuses on the label’s luxury leisurewear and footwear, of which more than 2,300 products will be available for personalisation. Initially, the science has 49 billion potential combinations of clothes and styles that can be custom-made and delivered worldwide in under four weeks.

The Zegna X experience goes live today in an exclusive room at its Milan Montenapoleone Flagship store, which will be available by appointment only. The configurator will then be deployed in select stores worldwide as part of an exclusive roadshow.

In 2024, the Zegna X configurator will arrive on Zegna.com, allowing consumers to customise any look of the online collection using their digital devices.

Edoardo Zegna, Chief Marketing, Digital and Sustainability Officer of Zegna, commented: "Today represents another important milestone for Zegna and the future of luxury is clienteling. In 2022 Zegna boosted its investment in customer-driven-technologies, allocating more than €5 million to the Zegna X ecosystem.

"We will continue to increase investment in this direction in 2023 with other new developments. We are proud to set a new benchmark for the ultimate level of luxury clienteling, connecting data through AI, personal storytelling and product creation. Zegna X is our unique value proposition, and we are proud to have Microsoft, the global leader in AI, as our partner on this journey."