Zegna creates ‘Made in Japan’ limited edition collection

Zegna’s exclusive capsule collection labeled “Ermenegildo Zegna Couture Made in Japan”  and inspired by Japan’s fashion and craftmanship, will be produced in Japan by local artisans, and feature 22 pieces.

The new collection which was created to celebrate the opening of the Tokyo Ginza global flagship was presented during a special event at the Aman Tokyo, which included several digital installations.

Stefano Pilati, Zegna’s head of design, chose certain pieces from the fall collection, adding Japanese materials and tailoring to create the new items. The new collection will go on sale Saturday at Zegna’s Ginza store, before heading to the brand’s Osaka location on October 1. Select pieces from the collection will make their way to other stores around the world later in the year.

Spending by tourists is increasingly important in the luxury goods market, Gildo Zegna, chief executive of Ermenegildo Zegna Group, told The Wall Street Journal in an interview Thursday.

“Travel retail is the only channel that’s very much about impulse buying. I think the best way to get new customers is to work on a sense of impulse or emotion,” said Mr. Zegna, a grandson of the brand’s founder.

Tourists are expected to account for 55% of luxury sales this year, up from 40% five years ago, according to estimates by consulting firm Bain & Co. To capture the demand, Mr. Zegna recently created a new position at the company’s Milan headquarters to coordinate the company’s travel retail operation worldwide.

Still, Mr. Zegna said it is essential to establish solid connections with local markets because a flow of tourists can be unstable.

Ermenegildo Zegna Made in Japan Collection