Changing Attitudes Towards Fashion and Clothing in Italy, From Image to Identity in Brand Positioning

In this paper I will focus on the rise and fall of Italian fashion fascination from a socio-cultural point of view and its consequences in the upper-end market.

Changing Attitudes Towards Fashion and Clothing in Italy. From Image to Identity in Brand Positioning

Simona Segre ReinachGPF Associati, Italy

MODERNIZATION AND AESTHETIZATION OF THE EVERYDAY: THE RISE OF FASHION

Until the second half of the 1970's Italy was still deeply influenced by Catholic culture or the 'nest egg' ideology and by a mentality best described as proto-industrial.

During the 1980's Italy was characterized by socio-cultural changes which radically transformed foregoing values and lifestyles.

Using the T&T Monitor 3SC1we were able to point out two distinct trends which left their mark on the last decade:...

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