ZEGNA Reveals ZEGNA X an Exclusive Personalised Shopping Experience

Lindsay Judge   |   24-04-2023

ZEGNA has revealed ZEGNA X, a new digital ecosystem that personalises the luxury shopping experience using artificial intelligence. Developed in partnership with Microsoft ZEGNA X is a new way of shopping that offers each customer a completely tailored experience.


The new system integrates Microsoft’s Azure services, using the most up-to-date technology combines with the highest quality and most realistic configurator ever created, to offer customers a truly unique shopping experience.



ZEGNA shares Microsoft’s focus on customer-centric solutions which aligns perfectly with ZEGNA’s commitment to quality and customer satisfaction. The use of CRM and Marketing Automation from Microsoft Dynamics 365 help to streamline processes and improve overall efficiency, all while providing a high-quality customer experience.


ZEGNA X presently accounts for more than 45% of ZEGNA boutiques’ revenues in geographies in which normal travel and movement have resumed post-COVID. As of today, ZEGNA X is being fully incorporated beyond the pilot program. This service has and will continue to empower our style advisors to serve our customers on a one-on-one basis by allowing them to send images of our products via SMS, e-mail, social media, WhatsApp, and WeChat.


ZEGNA believe that the collaboration with Microsoft will lead to groundbreaking innovations in luxury service. With this shared belief in mind, today, ZEGNA is announcing the strengthening of this collaboration with the aim of further exploring the power of AI in the service of luxury retail and ultimately elevating the path for today and tomorrow.   The goal for ZEGNA is to empower and transform its organization to achieve the perfect service in luxury, affirming its leading position in digital clienteling.


The two companies are creating a joint steering committee to combine the related expertise to shape the current and future technological innovation provided by Microsoft for ZEGNA needs, and to deliver new solutions and services that aimed to become in the future new industry standards.


Edoardo Zegna, CMDSO


Edoardo Zegna, Chief Marketing, Digital and Sustainability Officer of ZEGNA, said: “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 as our partner on this journey.”


Nina Lund, EMEA Region, Retail and CG Lead at Microsoft Corp. added, “At the heart of our mission is to help our customers empower their people and to accelerate new business models. The collaboration with ZEGNA led to the ambition to redefine together a future vision, blending craftsmanship from ZEGNA with the best technology offered by Microsoft. This journey allowed ZEGNA to leverage leading-edge cloud solutions to reinvent their operations, from the employee experience through to the stores. Together, Microsoft and ZEGNA are poised to redefine the art of the possible at the intersection of fashion and technology.”


The full ZEGNA X experience is now live in an exclusive room of its Milan Montenapoleone Flagship store. The experience offers a made-to-measure service, with an impressive 49 billion potential combinations of clothes and styles that can be custom-made and delivered worldwide in less than four weeks.


The ZEGNA X configurator will soon be deployed in select stores worldwide as part of an exclusive roadshow. The experience is currently by appointment only. The ZEGNA X configurator will land on Zegna.com in 2024, allowing consumers to customise any look of the collection online using their personal devices.