Made in Italy and the Luxury Market

Serena Rovai, PhD, is Senior Professor in Luxury Brand Management and Chair of the Luxury BRaND Lab at Excelia Business School, where she created and directs the luxury and fashion specializations. She is Visiting Professor at Stanford University in Luxury and Fashion Management among others – IULM, ISCTE, Bocconi, Polimoda, Curtin University, Università degli Studi di Firenze.She has more than 25 years of international experience in higher education in academic and executive roles, business consulting, and directing programs in Luxury and Fashion Brand Management – Italian Ministry of Foreign Affairs, Chinese Ministry of Education, and World Bank. She conducts research on fashion and sustainability in Made in Italy and her work has been published widely in scientific journals.Manuela De Carlo, PhD, is Full Professor at IULM University in Milano, where she founded and directs the M.Sc. in Hospitality and Tourism Management (dual degree with the University of Central Florida). She has a Master’s degree in International Tourism and Hospitality and graduated with specialization in Luxury Hospitality and Client Experience.Manuela has published widely in the areas of collective capabilities development; technology adoption in luxury hospitality; service personalization and customer centricity; and place image formation and evaluation. She has conducted numerous consulting and applied research projects and provided advice for OECD, Italian Ministry of Tourism, and Italian Ministry of University and Research.

• PrefaceAuthor BiographiesIntroduction: Luxury "Made in Italy"Serena Rovai and Manuela De CarloSection I The Luxury Industry and "Made in Italy": New Perspectives and Challenges Cecilia Pasquinelli Consumers’ Commitment to Brand Recognition: Diesel Sustainability Strategy for "Responsible Living" & the Second-HandSerena Rovai and Ian Phau Luxury and Sustainability in Shopping Experiences: Vogue Talents and the New Awareness for Sustainable Social FashionJessica Antonios Facing the Global Customer: 10 Corso Como Innovative PathGaetano Aiello, Laura Grazzini, Olga Nachaeva, and Costanza Dasmi The New Road to Certified Sustainability in Luxury: Beachwear and Lingerie Fabio Iraldo Section II Luxury Made in Italy in Transition and the Sustainable Engagement: Cases from Different SectorsStefania Lazzaroni Luxury Yachting and Sailing – Opportunities and Challenges of Sustainable Development for Italian Boating Industry: The Ferretti Group CaseFrancesca Goi and Amedeo Migali Case Study Cucinelli: Servant and Ethical Leadership for Social Responsibility and Humanism Susanne Rank and Serena Rovai Italian Luxury: Between Tradition and Storytelling: The Gucci Case Mauro Ferraresi and Giulia Tonucci Integrating Sustainability in Luxury Hospitality Experiences: The Italian Way of the Principe di SavoiaElena Tinacci, Manuela De Carlo, and Martha Friel Luxury Household and Design: Kartell Loves the Planet Michele Coletti and Matilde Rovai Place Heritage and Corporate Heritage as Levers for Sustainability: The Ferragamo Case Cecilia Pasquinelli and Serena Rovai Sustainable Luxury Trajectories for "Made in Italy" Wine Businesses: The Cantine Ferrari CaseJacopo Cammeo, Elena Casprini and Lorenzo ZanniSection III Luxury "Made in Italy" Start-ups and the Sustainable Innovation ChallengeDennis Valle Rifò and Prato Recycling CapitalDaniela Toccafondi How to Combine Sustainability and Authenticity in Luxury Brands: An Insight into the Case of La Milanesa Silvia Ranfagni and Giada Salvietti ACBC and the Impossible Challenges of Quality Non-Leather "Made in Italy" Jinju Hu and Mark Esposito Sustainably Small, Successfully Slow: Artisanal Excellence and the New Made in Italy – The Case of Bespoke TailoringFabio Duma Conclusion: Luxury "Made in Italy" and Sustainability Ian PhauIndex

"A book that has the courage to look inside the excellence of our country, telling its treasures, its know-how and its talent. The future of the Made in Italy luxury lies in the ability of our companies to be ambassadors in the world of the model of uniqueness and excellence that defines the Italian style. By reading this book, the new generations will be able to learn from our heritage to build a future that combines our DNA with the opportunities of technology and sustainability."- Renzo Rosso, OTB Chairman and Founder