A&V Fashion: un'Esperienza di Beni di Lusso Halal

This dissertation is written with the purpose of analyzing the business strategy, used to enter in the Dubai's market by the company A&V Fashion. A&V Fashion, founded by Mr. Antonio Vietri, was born as a luxury men footwear company which then introduced also a women line. To analyze the business strategy used by this company and understand whether it was effective or not, I had to start the researches from the basis. Indeed the study begins with and analysis of the luxury good and the luxury market. As the focus of the thesis is the islamic luxury market, I had to understand not only how the market is and works but also the strength of culture and religion in influencing it. In order to understand at best the story and business strategy used to penetrate the Islamic market I had the honor of conducing an interview with the founder, Mr. Anotnio Vietri. The interview has been done once I had already collected all the previous information, in this way I had the possibility to create the best questions possible, in line with the dissertation. Through the interview I have understood that the business strategy A&V adopted in Dubai differs from the one used in Italy. The only common characteristic that the two strategies have is the marketing technique: the use of medias and sponsoring events. Furthermore the core of the business strategy is creating a unique and technological product. For the former they have created two special lines one in gold, for man, and the other in gold, diamond, platinum and pearls for women. For the latter they are innovative not only for the raw materials selected, but also for the method of production that they already use, and are striving to integrate even more, which is high-tech machines. In conclusion, the results of my study analysis show that A&V Fashion have followed an effective business strategy which could be used as a model by many new born company interested in penetrating the Islamic market with a made in Italy luxury product.