Curiously Ermenegildo Zegna immediately understood the importance of advertising for making a name and turning it into a real brand. His company was the first to be advertised on trains in Italy.

“The citizens of Trivero didn’t know whether to consider Ermenegildo Zegna a madman or a dreamer but they all agreed he wasn’t in that category of people said to have their feet on the ground. In practice, however, Ermenegildo Zegna’s feet were planted far more firmly on the ground than the good inhabitants of Trivero were willing to believe” - Aldo Zegna