The Italian Fashion Model. Design, from Strategy to Creativity and Manufacture

Today more than ever, to speak of fashion means to speak of a system understood as a privileged environment in which there is a very close relationship between design, technique, innovation, production, communication and distribution. In the value chain of fashion products, each actor, whether a producer, its suppliers, or the distribution network and stores, cedes the “mythical” content that the product itself represents to the subsequent phase of a process in which everything is strictly regulated by pre-arranged rhythms and times. This process is applied by all of those companies that make diversity of their brand their strong point; in the past such diversification could develop principally towards a horizontal extension of product range, but today it takes on a more vertical form. An important example in this regard is represented precisely by the human factor, that together with the design factor, has contributed decisively to the success of Italian enterprises and products in the world, and has made the success of the Italian Fashion Model possible.