Ermenegildo Zegna Introduces Virtual Shopping Experience

Luxury menswear retailer Ermenegildo Zegna (Milan) launched a free e-store app called “Zegna in_STORE,” a 3-D digital portal that replicates Zegna’s physical store, with rooms to wander through and steps to climb.

Zegna used 3-D computer graphics to make the store look photo-real, with the same furnishings as in the brick-and-mortar stores. All products are for sale, where shoppers can click on items and be taken to another page to see product on models.

“We thought it was a cute idea to launch [the e-store] in Paris during men’s fashion week, linking two interesting projects. I hope it generates noise and, more importantly, sales. Only time will tell,” says designer Ermenegildo Zegna, whose long-term goal for the app is to generate 5 percent of his company’s total retail sales.

The app is made for iPads and iPhones, and other versions are due to be added in the coming months. Ermenegildo Zegna has more than 555 boutiques worldwide.