Ed Stocker

🚩 Who? Gildo Zegna, top customers, VICs, former Italian ski champions Kristian Ghedina and Paolo de Chiesa. When? Around the time of the Milano Cortina Winter Olympics. Where? Oasi Zegna, Italy; Milan, Italy. What? Zegna engages top customers ("Zegna Friends") with exclusive events, highlighting brand heritage and product quality. How? Hosting events at Oasi Zegna and Milan's Winter Olympics opening, showcasing the production process and providing unique experiences. Key Facts: 600,000 global VICs spend €50,000/year, generating 21% of luxury spending. VICs grow 10% annually.