Italian fashion brand Ermenegildo Zegna is incorporating entertainment into its marketing strategies with a new online film series.
The series, entitled “A Rose Reborn,” was directed by Park Chan-wook, a South Korean director known for his edgy style. Zegna said in a statement that they targeted Chan-wook for his “unique storytelling, symbolism and visual sensibility.” The script was collaboratively written by Chan-wook, the Korean screenwriter Chung Chung-hoon, and the Japanese screenwriter Ayako Fujitani.
“A Rose Reborn” tells the story of Stephen (Jack Huston) a young and successful London engineer who is pressured to sell his business to an eccentric Chinese billionaire. The first episode of the series, “You’re Not Wearing That,” premiered on social media on September 15 and is available for viewing on YouTube.
The series not only showcases Zegna’s target consumer, but also weaves him into a narrative compelling enough to keep viewers interested. According to Courtney Scott, industry expert and lead planner at Huge, New York, this strategy can create a stronger connection between brand and consumer.
“Instead of just evoking a feeling, which many luxury brands aim to do with video content, this approach gives the audience a glimpse into the world of a man, and a story that they can buy into,” Scott explained in an interview with Luxury Daily. “It becomes less about showcasing how the clothes look on a model and more about illustrating the type of man who wears them and where the clothes will take him.”
Zegna clothes feature prominently in the first episode of “A Rose Reborn.” In preparation for a crucial meeting with the enigmatic Chinese billionaire, Stephen enters his dressing room “that is essentially a Zegna showroom.” His racks and shelves are filled with Zegna outfits and also showcase the brand’s off-rack Couture Collection.
However, Scott notes that it takes more than charm and glamour to keep consumers engrossed in a long-form film advertisement.
“In order to get consumers to come back for more, it’s important to be up-front about the benefit to them,” she said. “Why should they continue coming back? Without being invested in these characters or this narrative, suspense alone may not draw them back to see what’s next.”
Zegna is not the first luxury brand to take a cinematic approach to marketing. Miu Miu has been working on an “extensive film series celebrating women.” On August 28, the latest film in the Women’s Tales series, Miranda July’s “Somebody,” was presented at the Venice Film Festival. Lamborghini also promoted the release of a new model with a four-part interactive video series.
image credit: zegna