February 21, 2014
Italian menswear house Ermenegildo Zegna has announced its plans for a scholarship program to help Italian students finance post-graduate studies or research in foreign countries.
Zegna’s Founder’s Scholarship is expected to run for 25 years and assist about 10 students each year. This program reflects the label’s Italian heritage and will solidify the house’s importance to Italian society.
"It’s a nice nationalistic thing to do," said Rob Frankel, branding expert at marketing consultancy firm Frankel & Anderson, Los Angeles. "At the heart of it, Italy is where all great design begins and they’re trying to play into that."
Mr. Frankel is not affiliated with Zegna, but agreed to comment as an industry expert.
Zegna was unable to comment directly before press deadline.
Continuing education
Zegna CEO Gildo Zegna announced the program at a press conference in Milan Feb. 19. It is a tribute to Mr. Zegna’s grandfather and eponymous founder of the company, who was involved in philanthropy and was committed to his home country of Italy.
The brand’s scholarship is set up to allow Italian citizens and permanent residents who are recent college graduates or in the early years of their careers to benefit from post-graduate education outside of Italy.
Instagram image from Zegna
Recipients will be chosen based on merit and their dedication to contributing to Italy.
The scholarship will give out about $1.3 million dollars each year, with each student receiving up to $68,000. The amount received by individuals will be determined by financial need.
In the program, students can work toward a master’s degree for up to two years or a doctorate for a maximum of three years. An advisory committee comprising senior representatives in finance, government and industry will watch the academic progress of the students.
After they are done with their studies, they may work for a short period of time in a foreign country, but then they are expected to return to Italy, so their home country can benefit from their expanded knowledge. The advisory committee will try to help these students find work in Italy.
If participants choose not to return to Italy, they will be expected to repay the scholarship they received, so that the money can go toward assisting future students.
In a branded statement, Mr. Zegna said the company is aware of its responsibility to Italy. This program is meant to help Italy’s society and economy recover by giving its younger generation a future in Italy and taking advantage of their skills.
Fashionably philanthropic
Often fashion houses focus their educational outreach on fashion-related causes, trying to ensure the future of the industry.
For instance, footwear and accessories label Salvatore Ferragamo looked to protect its brand legacy, raise public awareness of its values and fuel future talent through a new foundation called Fondazione Ferragamo.
The branded foundation was established to shed light on Ferragamo’s standards such as craftsmanship and Italian-made fashion. Luxury brands can justify their prices through the design, production and service that back their products, so it is no surprise that many storied fashion houses push their values through efforts of this kind (see story).
When brands set up scholarships, it allows them to showcase their dedication to tomorrow.
For example, Toyota Corp.’s Lexus encouraged students to devise creative solutions for environmental problems with the possibility of winning a share of $500,000 in grants and scholarships.
The Lexus Eco Challenge called for students in the United States to develop strategies in response to land and water or air and climate issues. Through this initiative the brand demonstrated its investment in the future of the environment and science by supporting young scientists (see story).
"It’s not really that uncommon to have these types of major brands do something just because it looks good," Mr. Frankel said.
"This doesn’t seem to do anything to further the brand," he said. "It all gets written off under general philanthropy."
Final Take
Sarah Jones, editorial assistant on Luxury Daily, New York
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