Click to play videoMumbai: Su Misura or Made to Measure as it is called, is a service that a premium Italian brand for men, Ermenegildo Zegna, is introducing for its customer base in Mumbai.
It literally means cutting, sewing and stitching up luxury to suit your style. Having launched its flagship boutique in the city recently, it hopes this service will find a good reception.
Says MD, Zegna (South Asia), Rahul Prasad, “The global norm is that 10 to 12 per cent of our business is specialised, customised and made to measure. In India however, looking at the buying pattern, we think that it will be in the vicinity of 20 to 22 per cent.”
But there are a few pertinent questions that need to be asked as in how is the company going to break the Indian customer away from the age old tradition of going to a tailor.
“We believe in inviting the customers in to the stores and showing the highest quality of materials. The service is the first trial and I believe that we will earn the loyalty of the customer,” says Su Misura Director, Zegna, Augusto Cantone.
Now until quite recently, the luxury story in India could use an excuse: the fact that luxury brands are brands whose ratio of functional utility to price is low while that of intangible utility to price is high.
But with services like this, is that still true?
Says Prasad, “The fabric is made with all natural yarn, coated with the extract of a lotus leaf. A glass of water and a glass of wine will just trickle off if poured in the fabric.”
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