Zegna bolsters mobile app, Google+ page via runway content

Zegna-Live-185-2LuxDaily notes: Italian fashion house Ermenegildo Zegna is live-streaming both its namesake and Z Zegna runway shows during Milan Fashion Week via its iPhone and iPad application and bolstering its new Google+ page by hosting a pre-show chat.

Users who downloaded the year-old app could view the live stream of Zegna’s autumn/winter 2013 collection Jan. 12 at 5 a.m. Eastern Time on their smartphones or on the label’s Web site. The Z Zegna runway show live stream begins at 9 a.m. Eastern Time Jan. 14 and is preceded with a dedicated Google+ chat that took place Jan. 13 at 11 a.m. Eastern Time.

“Application and content updates are strategically essential for app retention efforts and continued consumer engagement,” said Scott Forshay, an Austin, TX-based luxury brand digital marketing consultant. “The essence of any prestigious brand is the story it conveys and the luxury consumer, in particular, expects continuously evolving artistic vision and creative innovation from the brands they most covet.

“In the early stages of mobile marketing, far too many luxury brands rushed to market with apps under a certain degree of duress from the executive suite and considered themselves mobile,” he said. “An ‘if you build it, they will come’ strategy has since proven ineffective for those brands who fail to continuously iterate and refresh their app assets.

“Savvy luxury mobile marketers have come to the realization that an unspoken value exchange model exists between the brand and their highly sought-after audience.”

Mr Forshay is not affiliated with Zegna, but agreed to comment as an industry expert.

Zegna could not comment before press deadline.

The show must go on
The Zegna Live app is available for free in the App Store. Users can view runways shows as well as select video content on the app.

Zegna Live app 

Zegna encouraged users to download the app or tune in via its Webs site for the runway show through its digital channels.

The label presented two widgets above the fold on its ecommerce site. Below was a promotional box that linked to the Zegna Live app in the App store.

Zegna Web site

Posts on Zegna’s Facebook, Twitter and Google+ account also encouraged iPhone and iPad users to download the app.

Facebook post 

In addition, Zegna hosted a pre-show chat via its Google+channel called “Zegna: The Modern Man’s Manual.” The brand promoted the chat via its social media channels as well.

Facebook post 

The label established the Google+ account in November so that it could engage male consumers in an online fashion dialogue. The page is an editorial calendar and a guide featuring style tips and trends for male consumers (see story).

Zegna chose to use Google+ because of the “hangout” feature that allows for face-to-face interactions. The label has approximately 160,000 followers on the page.

Paul Surridge, creative director of the Z Zegna line, participated in his second Google+ hangout Jan. 13 that was centered on the autumn/fall runway show.

Bagsnob.com’s Tina Craig moderated the discussion. She was joined by JayStrut.com’s Jay Strut, Bloginity.com’s Alex Patino and Olschis-world.de’s Heiko Kunkel.

Mr. Surridge was featured in a 25-second video promoting the chat that was posted on the Zegna Live app and Google+.