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Zegna Joins Tmall Luxury Pavilion

Ermenegildo Zegna is expanding its reach in China.
The luxury Italian men’s wear brand has opened a digital “flagship” on Tmall Luxury Pavilion in a move that marks Zegna’s first online offering in the market outside of its own e-commerce site.
Zegna was one of the first luxury-goods brands to enter China with the opening of its first store in Beijing in 1991. The country now represents about half of its overall business. At the WWD CEO Summit in October, chief executive officer Ermenegildo Zegna, said: “We used to test new things in this market [the U.S.], but now we test them in China, and if it works, then we bring them around the world. [The Chinese customer] is so alive and he wants continuous innovation — probably because he’s younger and he has more time to shop.”
As part of its launch on Tmall, Zegna has created an exclusive collection with the Chinese Football Association. The limited-edition CFA Capsule Collection, which was developed for the China market, offers navy and white activewear, polo shirts, jackets, trainers and leather accessories inspired by the national soccer team’s off-field formal and casual attire, which Zegna has designed since 2016. A fuller assortment will be available by

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Via:: https://wwd.com/fashion-news/fashion-scoops/zegna-tmall-luxury-pavilion-1202927495/