The Fashion Italian Industry in the Eastern Marker

I decided to write the following dissertation focusing my attention on my biggest passion: the fashion industry. I spent the last year working in the industry and I had the chance to get everyday closer to this world, but the closer I got, the more I realized how many hidden opportunities and threats existed when dealing with the openness to a huge Market such as the Chinse one. Therefore, I turned my attention to the analysis of some aspects regarding this market that affect the consumption of Italian luxury goods. The first part of the work aims to deepen the concept of "Made in Italy" and its implications when dealing with the purchasing process, exploring our excellence sectors and the channels thanks to which companies can allocate and distribute the final products. Secondly, I started to study the Chinese economy and how the history and culture of the Country have influenced its growth. The following topic that I decided to explore it is been the luxury world, starting with an introduction to this sector I successively focused my attention on the Chinese experience and influence in the luxury productions and their own perception of the "Made in Italy". The discussion of these points has been functional for the study of the interaction between the two Markets and the introduction to the case study. The latter sees the Gucci Maison as its protagonist. The reasons that led me to this choice have been several, from a quantitative perspective the brand continue to grow establishing itself as one of the major players in the industry, furthermore, the brand has been emulated by many companies for its ability in evolving and maintaining an high attractiveness all around the globe, lastly, it is a leader in the fashion "Made in Italy" thanks to its history, vision and attention to the territory and origins.