The story of Zingone began when the founder, Gennaro Zingone, opened a childrenswear store in the heart of Rome way back in 1896. Later, Gennaro was able to extend his business throughout Italy and abroad – a fact quite remarkable at that time. Thus, Zingone is considered as the first children's clothing brand with the longest history in Italy. CEO Virginia Zingone gives an account of the current size and scale of the company, the market size of Italy’s kidswear and the ongoing research and development the company is engaged in till date.
What is the company’s current size and scale? How many people are employed with you? Where are your global footprints in the world?
The company has a turnover of nearly a million per year, 10 employees, and 5 stores in Italy. Our main market is the Italian one where we are recognised as the excellence of the Italian childrenswear thanks to our long tradition and reliability in the field.
What is the market size of kidswear in Italy? At what rate is it growing?
The children's market has had a regression in the last period. The consumption of products for children has stopped due to various factors that have characterised the crisis during the recent times. Despite the pandemic still raging around the world, 2021 finds us better prepared. The perception is of a clear recovery, especially in terms of product quality and research.
How difficult or easy is the designing of kids' garments?
I personally find that designing children's clothes is a dive into our memories. Children love to be comfortable and I always do associate it to our beautiful Italian style in terms of manufacturing.
What is the USP of your kids' garments compared to other well-known brands?
Our product is positioned in a high range. Of course, quality has a high price but today's parents are more sensitive to the quality of the garments worn by their children, which is also synonymous with resistance over time. Zingone is a combination of elegant style and amazing comfort.
Where is the production of clothes done? Are there more than 1 party involved in the same?
Our family is at its fourth generation and the aim is to maintain a production completely made in Italy. The father of my grandfather started selling fabrics in Naples. We continue the tradition of exploring and enhance Italian excellence. Any manufacturing process and accessories are made in our country.
How much is the production capacity of clothes?
We work in high production capacities. We are able to supply large warehouses as well as small boutiques.
Which are the channels through which you sell your garments?
Zingone is a historic company in childrenswear. To date we are recognised as the most reliable children's clothing retailer both with our multi-brand stores and through the production of our collection sold in Italy and in rest of the world in stores and online.
Which regions of the world do you cater to?
Our major markets are Italy and the US. We cater also to the Emirates and Russia.
What kind of R&D you are involved in related to kid’s fashion?
Zingone has a long experience in extensive research and development work in the chidrenswear. We do explore the natural and composite fabrics we can research & develop for the garments. Quality first of all. We have been producing completely in Italy for more than 100 years, with attention to detail and components, always of the highest quality. Zingone invests a large budget in research and development.
What are your marketing strategies online and offline? How much budget do you earmark for the same?
The marketing budget is proportional to the annual revenue growth. We are oriented towards online sales.
What have been the learnings in this age of the pandemic?
The customer needs to touch the product, to check its quality. Online sales are also based on reliability and a direct relationship with the seller. Basically we could never survive only on virtuality, as obviously not the other way around.
With so many brands turning towards sustainability, what are your thoughts on the subject?
Over the years there has been an increasing environmental consciousness— one that requires maniacal attention to product safety and to the environmental impact of manufacturing operations. Throughout the manufacturing process of our products we are attentive to sustainability in terms of respect for the environment and to offer a product that is attentive to the skin. When it comes to children and their clothing, this topic is certainly of the utmost importance.
What will be the trends in kids' fashion going forward?
This year has favoured and disadvantaged many companies in this industry—slowing down tradeshows and sales in general, but for sure not the creativity. The trend will be practicality applied even on elegant occasions. Everything is wearable on more than one occasion.
What are your future plans?
Our goal is to establish Zingone in the foreign market, thanks to the quality of our products and also the tradition of our company, a sign of reliability since 1896.
Published on: 16/06/2021
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
