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.

chapter |9 pages


Luxury “Made in Italy”

part 11Section I|65 pages

chapter 121|15 pages

The Luxury Industry and “Made in Italy”

New Perspectives and Challenges

chapter 2|10 pages

Consumers' Committment to Brand Recognition

Diesel Sustainability Strategy for “Responsible Living” & the Second-Hand

chapter 3|17 pages

Luxury and Sustainability in Shopping Experiences

Vogue Talents and the New Awareness for Sustainable Social Fashion

chapter 4|16 pages

Facing the Global Customer

10 Corso Como Innovative Path

chapter 5|5 pages

The New Road to Certified Sustainability in Luxury

Beachwear and Lingerie The Yamamay Case

part 77Section II|128 pages

chapter 786|11 pages

Luxury Made in Italy in Transition and the Sustainable Engagement

Cases from Different Sectors

chapter 8|11 pages

Case Study Cucinelli

Servant and Ethical Leadership for Social Responsibility and Humanism

chapter 9|17 pages

Italian Luxury

Between Tradition and Storytelling: The Gucci Case

chapter 10|16 pages

Integrating Sustainability in Luxury Hospitality Experiences

The Italian Way of the Principe di Savoia

chapter 11|12 pages

Luxury Household and Design

Kartell Loves the Planet

part 205Section III|77 pages

chapter 16|15 pages

How to Combine Sustainability and Authenticity in Luxury Brands

An Insight into the Case of La Milanesa

chapter 18|24 pages

Sustainably Small, Successfully Slow

Artisanal Excellence and the New Made in Italy – The Case of Bespoke Tailoring

chapter |7 pages


Luxury “Made in Italy” and Sustainability