The building of a brand: made in Italy between marketing and communication
The process of the building of this brand did not follow a rational plan but was due to the lower cost of labour in Italy, which made investors from the German speaking countries and later from the United States start production there in the textile and the movie industry. Together with the communication of the values of the Italian way of life and the strong relationship with the historical heritage, the productive system has gone on building the myth of "bello/ benfatto", which is a strong point to promote the design /fashion system. The developing of great fairs and exhibition events in the two sectors – textile and movie industry – has supported production with great new ideas like the Satellite Pavillion for young designers and White area during Milan fashion weeks.
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