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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.
List of contents
Preface
Author Biographies
Introduction: Luxury "Made in Italy"
Serena Rovai and Manuela De Carlo
Section I
- The Luxury Industry and "Made in Italy": New Perspectives and Challenges
Cecilia Pasquinelli
- Consumers' Commitment to Brand Recognition: Diesel Sustainability Strategy for "Responsible Living" & the Second-Hand
Serena Rovai and Ian Phau
- Luxury and Sustainability in Shopping Experiences: Vogue Talents and the New Awareness for Sustainable Social Fashion
Jessica Antonios
- Facing the Global Customer: 10 Corso Como Innovative Path
Gaetano Aiello, Laura Grazzini, Olga Nachaeva, and Costanza Dasmi
- The New Road to Certified Sustainability in Luxury: Beachwear and Lingerie
Fabio Iraldo
Section II
- Luxury Made in Italy in Transition and the Sustainable Engagement: Cases from Different Sectors
Stefania Lazzaroni
- Luxury Yachting and Sailing - Opportunities and Challenges of Sustainable Development for Italian Boating Industry: The Ferretti Group Case
Francesca Goi and Amedeo Migali
- Case Study Cucinelli: Servant and Ethical Leadership for Social Responsibility and Humanism
Susanne Rank and Serena Rovai
- Italian Luxury: Between Tradition and Storytelling: The Gucci Case
Mauro Ferraresi and Giulia Tonucci
- Integrating Sustainability in Luxury Hospitality Experiences: The Italian Way of the Principe di Savoia
Elena Tinacci, Manuela De Carlo, and Martha Friel
- Luxury Household and Design: Kartell Loves the Planet
Michele Coletti and Matilde Rovai
- Place Heritage and Corporate Heritage as Levers for Sustainability: The Ferragamo Case
Cecilia Pasquinelli and Serena Rovai
- Sustainable Luxury Trajectories for "Made in Italy" Wine Businesses: The Cantine Ferrari Case
Jacopo Cammeo, Elena Casprini and Lorenzo Zanni
Section III
- Luxury "Made in Italy" Start-ups and the Sustainable Innovation Challenge
Dennis Valle
- Rifò and Prato Recycling Capital
Daniela Toccafondi
- How to Combine Sustainability and Authenticity in Luxury Brands: An Insight into the Case of La Milanesa
Silvia Ranfagni and Giada Salvietti
- ACBC and the Impossible Challenges of Quality Non-Leather "Made in Italy"
Jinju Hu and Mark Esposito
- Sustainably Small, Successfully Slow: Artisanal Excellence and the New Made in Italy - The Case of Bespoke Tailoring
Fabio Duma
Conclusion: Luxury "Made in Italy" and Sustainability
Ian Phau
Index
About the author
Serena Rovai, PhD, is Senior Professor in Luxury Brand Management and Chair of the Luxury BRaND Lab at Excelia Business School, where she created and directs the luxury and fashion specializations. She is Visiting Professor at Stanford University in Luxury and Fashion Management among others – IULM, ISCTE, Bocconi, Polimoda, Curtin University, Università degli Studi di Firenze.
She has more than 25 years of international experience in higher education in academic and executive roles, business consulting, and directing programs in Luxury and Fashion Brand Management – Italian Ministry of Foreign Affairs, Chinese Ministry of Education, and World Bank. She conducts research on fashion and sustainability in Made in Italy and her work has been published widely in scientific journals.
Manuela De Carlo, PhD, is Full Professor at IULM University in Milano, where she founded and directs the M.Sc. in Hospitality and Tourism Management (dual degree with the University of Central Florida). She has a Master’s degree in International Tourism and Hospitality and graduated with specialization in Luxury Hospitality and Client Experience.
Manuela has published widely in the areas of collective capabilities development; technology adoption in luxury hospitality; service personalization and customer centricity; and place image formation and evaluation. She has conducted numerous consulting and applied research projects and provided advice for OECD, Italian Ministry of Tourism, and Italian Ministry of University and Research.
Summary
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.
Report
"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
