Chazen Italy Part 3

For the final part of our journey we head to Milan on 19th March. Our hotel was literally a stone’s throw away from the Duomo and the very bustling centre of Milan. The location couldn’t have been more perfect. After relaxing in our hotel for a while, we went for dinner to Trussardi which is a very posh eatery in Milan. Later we head to the Armani Prive Club to check out the local nightlife in Milan. It was quite amazing to see the club buzzing on a Wednesday night.

The next morning we head to Ermenegildo Zegna’s corporate headquarters, where we first met with Bain & Company’s retail & luxury good’s practice. We were fortunate to be joined by Claudia D’Arpizio, a partner at Bain, a stalwart in the luxury consulting and author of Bain’s annual luxury report; Fulvio Peppucci, another partner and Roberto Tribioli, a newly minted CBS MBA.  The statistics they shared about the luxury industry were eye-opening and given that we were hearing from a renowned subject matter expert, we could be sure the facts were accurate.

Next we heard from Benedetta Zegna, (Talent Manager) about the history of Zegna and  how the brand under the creative directorship of Steano Pilati had really blossomed and branched into fragrances, cufflinks and eyewear. Later Mario Marraccini (Retail, Planning and Buying & CRM director) told us about the Zegna World Pass program – an exclusive invite only loyalty program for top 200 Zegna customers. It was nice to hear how such a traditional brand steeped in heritage was adapting to the modern methods of retail nowadays. After the company visit, we spent some time sight seeing and later had dinner at La Vecchio Lira followed by another club visit to the Cavalli Club.

The following day we visited GROM Gelateria to learn more about their quality Gelato making process. Grom was founded in 2003 by two friends who wanted to produce quality gelato – without any flavorings, color, preservatives or chemicals added of any kind. Grom mixes liquid flavors in its lab at Turin and distributes them to retail stores where they get  whipped freshly each day. From now has over 50 stores in Italy and 7 around the world, 3 of which are in New York. After trying flavors like Biscotti, Pear and Pistachio – I definitely want to try the gelato in New York soon. But more than anything I promised myself that I would be back in Italy soon.

Here are the things I will miss about Italy:

1) Beauty: Every city we went to was so beautiful and had some of the most incredible art and architecture I’ve seen. From the rainbow hued houses in Burano to the brilliantly done     facade of the doom’s. Unfortunately, since we had visits during the day we were unable to go inside a lot of the museums/cathedrals because they shut by 5-6pm.

2) Coffee: Everywhere you would find these amazing coffee shops dotted all over the country. The Italian’s sure know how to make and appreciate their coffee

3) Gelato: Ditto for Gelato! There were shops everywhere and we even saw people eating gelato as early as 10:30am! We actually did too when we went to visit From 😉

4) Fashion: Milan of course is the mecca of fashion and all through out Italy, people are impeccably dressed. In fact we were given dress codes for all our company visits (by our peers, not the companies).

5) Food: The food in general was amazing. I think i’ve had a year’s worth of pasta, pizza and cheese and olive oil! In a lot of restaurants are meals went on for hours… and we always had two main courses (risotto and pasta followed by meat and veggies) which was very unusual. All in all it was a great trip and I highly recommend anyone interested in retail & luxury goods to definitely visit soon!

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