The purpose of this industry note is to figure out the most important strategic variables of the fashion/luxury companies and to use these variables to describe the evolutionary patterns of the industry in Italy. Fashion/luxury firms use a wide variety of approaches in addressing the market needs and in organizing their operations along the value chain; moreover, they are prone to change and adapt quickly to new trends. The focus is on the largest 36 companies in terms of revenues (over the years 2008-2010), for each of which extensive financial, strategic and operational data are provided. The note provides a framework that allows students to categorize the main Italian fashion companies in 'strategic groups'. The note can also be used as a lesson on the fashion/luxury industry in Italy, in which students are provided with insights about the strategic variables and the patterns of competition.
The Italian Fashion Industry in 2010
VARACCA CAPELLO, PAOLA ANNA;GUERINI, NICOLA;MISANI, NICOLA;RAVASI, DAVIDE
2012
Abstract
The purpose of this industry note is to figure out the most important strategic variables of the fashion/luxury companies and to use these variables to describe the evolutionary patterns of the industry in Italy. Fashion/luxury firms use a wide variety of approaches in addressing the market needs and in organizing their operations along the value chain; moreover, they are prone to change and adapt quickly to new trends. The focus is on the largest 36 companies in terms of revenues (over the years 2008-2010), for each of which extensive financial, strategic and operational data are provided. The note provides a framework that allows students to categorize the main Italian fashion companies in 'strategic groups'. The note can also be used as a lesson on the fashion/luxury industry in Italy, in which students are provided with insights about the strategic variables and the patterns of competition.
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