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Full 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.
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
