The paper analyse the international success of Made in Italy products defining some factors of changes in the 90's. In particular is analysed the fashion industry with some case studies (Gucci, Prada, Armani). The evolution shows a brand extension strategy with the entrance of some luxury Italian firms in the tourism industry (hotels, restaurants) and the evolution of the retail strategies
Zanni, L., Rabino, S., Simoni, C. (2002). Ehhancing Competitive Advantage Overtime – The Case of the Italian Fashion Industry. In From Art to Technology: Opportunities in Marketing Research and Education (pp.159-167). Georgia Southern University (USA).
Ehhancing Competitive Advantage Overtime – The Case of the Italian Fashion Industry
ZANNI, LORENZO;SIMONI, CHRISTIAN
2002-01-01
Abstract
The paper analyse the international success of Made in Italy products defining some factors of changes in the 90's. In particular is analysed the fashion industry with some case studies (Gucci, Prada, Armani). The evolution shows a brand extension strategy with the entrance of some luxury Italian firms in the tourism industry (hotels, restaurants) and the evolution of the retail strategies
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https://hdl.handle.net/11365/5373
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