This paper deals with the role of brands in the emergence of the Italian fashion business. Starting from the mid-1950s, the main Italian clothing manufacturer Gruppo Finanziario Tessile (GFT) managed brands to build a domestic market for mass-produced clothing. In the 1970s increasing competition and changing consumption patterns pushed GFT towards partnerships with leading fashion designers for building new brands and entering international markets. The emergence of strong designers’ brands determined major organisational challenges that resulted in opposite outcomes: the demise of GFT, which failed in its attempt to control the entire value chain, and designers’ achievement of an international standing in the fashion industry thanks to improved brand management capabilities.
Making italian fashion global: brand building and management at Gruppo Finanziario Tessile (1950s‒1990s)
MERLO, ELISABETTA;PERUGINI, MARIO
2020
Abstract
This paper deals with the role of brands in the emergence of the Italian fashion business. Starting from the mid-1950s, the main Italian clothing manufacturer Gruppo Finanziario Tessile (GFT) managed brands to build a domestic market for mass-produced clothing. In the 1970s increasing competition and changing consumption patterns pushed GFT towards partnerships with leading fashion designers for building new brands and entering international markets. The emergence of strong designers’ brands determined major organisational challenges that resulted in opposite outcomes: the demise of GFT, which failed in its attempt to control the entire value chain, and designers’ achievement of an international standing in the fashion industry thanks to improved brand management capabilities.File | Dimensione | Formato | |
---|---|---|---|
Merlo_Accettazione.pdf
non disponibili
Tipologia:
Allegato per valutazione Bocconi (Attachment for Bocconi evaluation)
Licenza:
NON PUBBLICO - Accesso privato/ristretto
Dimensione
53.25 kB
Formato
Adobe PDF
|
53.25 kB | Adobe PDF | Visualizza/Apri |
Merlo_ProofsBH.pdf
non disponibili
Tipologia:
Documento in Pre-print (Pre-print document)
Licenza:
NON PUBBLICO - Accesso privato/ristretto
Dimensione
2.19 MB
Formato
Adobe PDF
|
2.19 MB | Adobe PDF | Visualizza/Apri |
Merlo_BusinessHistory.pdf
non disponibili
Tipologia:
Pdf editoriale (Publisher's layout)
Licenza:
NON PUBBLICO - Accesso privato/ristretto
Dimensione
2.43 MB
Formato
Adobe PDF
|
2.43 MB | Adobe PDF | Visualizza/Apri |
I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.