Made in Italy and the Luxury Market by Rovai, Serena; Carlo, Manuela De;

Short description:

The book provides an in-depth view into luxury Made in Italy, from historical roots, heritage and tradition to major forces of change and innovative, entrepreneurial adaptations in the twenty-first century.

Long description:

Made in Italy holds a highly significant position in the global luxury market, as an economic, cultural, and social phenomenon, and the textbook example of the country-of-origin effect. Whilst in the past luxury was conceptualized as an exclusive benefit of the few, it is now a highly diversified ecosystem with disruptive challenges to its identity and authenticity, led by new customer segments. This book – through an analysis of diverse cases – answers the key issues in the industry of the new Made in Italy luxury, with a particular focus on sustainability.

The book provides an in-depth view into luxury Made in Italy, from historical roots, heritage, and tradition to major forces of change and innovative, entrepreneurial adaptations in the 21st century. It situates Made in Italy in the broader global context of change, with regards to the call for sustainable manufacturing and consumption. Written by an international pool of academics and experts in luxury brand management, the book presents a series of case studies to explore how the industry is responding to new consumer expectations and demand to maintain competitive advantage.

This unique collection will be of interest for academics, scholars, and upper-level students across the fields of luxury management and marketing, brand management, consumer behavior as well as sustainability.

"A book that has the courage to look inside the excellence of our country, telling its treasures, its know-how and its talent. The future of the Made in Italy luxury lies in the ability of our companies to be ambassadors in the world of the model of uniqueness and excellence that defines the Italian style. By reading this book, the new generations will be able to learn from our heritage to build a future that combines our DNA with the opportunities of technology and sustainability."

- Renzo Rosso, OTB Chairman and Founder

Table of Contents:

Preface

Author Biographies

Introduction: Luxury "Made in Italy"

1. The Luxury Industry and "Made in Italy": New Perspectives and Challenges





Cecilia Pasquinelli







2. Consumers’ Commitment to Brand Recognition: Diesel Sustainability Strategy for "Responsible Living" & the Second-Hand





Serena Rovai and Ian Phau







3. Luxury and Sustainability in Shopping Experiences: Vogue Talents and the New Awareness for Sustainable Social Fashion





Jessica Antonios







4. Facing the Global Customer: 10 Corso Como Innovative Path





Gaetano Aiello, Laura Grazzini, Olga Nachaeva, and Costanza Dasmi







5. The New Road to Certified Sustainability in Luxury: Beachwear and Lingerie





Fabio Iraldo




Section II







6. Luxury Made in Italy in Transition and the Sustainable Engagement: Cases from Different Sectors





Stefania Lazzaroni







7. Luxury Yachting and Sailing – Opportunities and Challenges of Sustainable Development for Italian Boating Industry: The Ferretti Group Case





Francesca Goi and Amedeo Migali







8. Case Study Cucinelli: Servant and Ethical Leadership for Social Responsibility and Humanism





Susanne Rank and Serena Rovai







9. Italian Luxury: Between Tradition and Storytelling: The Gucci Case





Mauro Ferraresi and Giulia Tonucci







10. Integrating Sustainability in Luxury Hospitality Experiences: The Italian Way of the Principe di Savoia





Elena Tinacci, Manuela De Carlo, and Martha Friel







11. Luxury Household and Design: Kartell Loves the Planet





Michele Coletti and Matilde Rovai







12. Place Heritage and Corporate Heritage as Levers for Sustainability: The Ferragamo Case





Cecilia Pasquinelli and Serena Rovai







13. Sustainable Luxury Trajectories for "Made in Italy" Wine Businesses: The Cantine Ferrari Case





Jacopo Cammeo, Elena Casprini and Lorenzo Zanni




Section III







14. Luxury "Made in Italy" Start-ups and the Sustainable Innovation Challenge





Dennis Valle







15. Rifò and Prato Recycling Capital





Daniela Toccafondi







16. How to Combine Sustainability and Authenticity in Luxury Brands: An Insight into the Case of La Milanesa





Silvia Ranfagni and Giada Salvietti







17. ACBC and the Impossible Challenges of Quality Non-Leather "Made in Italy"





Jinju Hu and Mark Esposito







18. Sustainably Small, Successfully Slow: Artisanal Excellence and the New Made in Italy – The Case of Bespoke Tailoring

Conclusion: Luxury "Made in Italy" and Sustainability

Index