L'evoluzione della distribuzione in Italia: il caso dei distributori online

The aim of this thesis is to analyse the evolution of the distribution channels in the fashion industry in the Italian market, in particular the online distributors. Distribution in fashion is something really complex with many formats, many possibilities of sale and it is deeply integrated with the industry supply chain. It is a really interesting topic because it represents a technological innovation in an industry among the most backward in the world. Fashion in the industrial processes has known among the years very few innovation, the techniques used nowadays to make fabrics and to transform them into clothes are roughly the same as those at the beginning of the XX century. Moreover, this industry is facing in the last few years' big changings both from a distribution point of view with the raise of the online ecommerce websites, clothes are one of the most sold items on the internet, and both from a supply chain modernization, with the raise of fast-fashion model. Online distribution could be therefore a next step this industry could face in the next few years. In this thesis will be tested the Italian market, if the main players, retailer, traditional wholesalers and brands are ready to deal with this new concept.