Whichever way you look at the entrance to the Didi private museum in this city’s Victoria Island area, the announcement in the window is clear: “Ermenegildo Zegna opening soon.”
Before the end of this year the Italian men’s wear superbrand will have pioneered its strategic plan to open stores across Africa — in countries where other luxury giants have not yet dared to go. It now has four stores on the continent: in Marrakesh, Casablanca, Cape Town and Johannesburg. That compares to 13 stores in cities across the Middle East.
Zegna, which already has opened stores in North Africa — in Cairo and Casablanca — now has a strategy.
After Lagos, a store is planned for Luanda, Angola, in 2013; Alexandria, Egypt, in 2014; and three other sites are being evaluated in Libya, Kenya and Algeria.
Gildo Zegna, chief executive of the Zegna Group, who is introducing in Milan this week an “Uomo” fragrance in a new partnership with Estée Lauder, has seen the opportunity to sell upscale men’s wear in a continent of peacock males.
The Zegna strategy may also influence the geographic positioning of luxury stores in Lagos, which does not yet have a cluster of high-end stores. Zegna’s street-level spot in the museum building, at 175 Akin Adesola Street, is likely to become the country’s epicenter of luxury shopping.
The new collection of fragrances are called Essenze by Ermenegildo Zegna and slated for launch this December as well . The new fragrance is an added reference to the high-end men’s Ermenegildo Zegna Couture collection that is renowned for its luxury fabrics and impeccable tailoring. The Essenze collection will showcase a signature with more raw materials that will build the base for these male scents. These five fragrances will be packaged in glass bottles that come with a Zegna fabric label with corresponding coloured border that will reflect the keynotes of each individual scent. These fragrances will retail for approximately N40,000 per bottle.
Nevertheless, the new Essenze range of fragrances will allow men who are looking to be distinctively sophisticated to look and feel great not only just their Zegna outfits, but also goes one step further make you smell confident.