Italian Marketing. Business and Marketing Essay.

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Italian Marketing
Question 1
The Italian fashion industry has grown exponentially since the 1950s with the help of many factors. The first one is American money. World War II paralyzed Italy’s economy and especially the fashion industry. America had to come to their rescue. By that time the textile industry in Italy was mainly small scale meaning it was mainly family-owned. This textile business got American aid through the Marshall Plan. This led to a huge production of luxurious and most prized products made of leather, wool, fur, and silk. To date, these products still enjoy the international market.
The emergence and booming of Hollywood film movies is another factor that has seen the Italian textile business boom. In the period around the 1950s, America’s film industry started shifting venues of production to cut down production costs. Italy was one of the venues. Most of the American Hollywood actors including Liz Taylor and Eva Gardner appear in Italian designs in most of their films. Other producers and actors also have hired Italian designers to dress their crews during the production of a film. Examples include Luchino Visconti who has a regular fashion designer from Italy known as Danilo Donati.
The third factor that has helped Italian fashion to enjoy the international market has got to do with women designing for women. After the Second World War, many people in Italy were without jobs, including women. These jobless women including Milla Schon and Simonetta had great knowledge of clothes. They understood very well what the needs and tastes of women's clothing were by then. This left them a noble choice of specializing in clothing designing which enjoyed international taste from women all over the world.
Italian designers are well known to focus on practicality. This is, therefore, another factor that has made the Italian textile industry enjoy international market share. Great Italian designers like Emilio Pucci and Valentino loved their work so much that they studied the environment then designed clothes that fit the particular environmental observation they made. For example, they designed warm heavy coats to counter cold weather and short dresses for comfortable movement. They designed perfect clothing that fit certain social groups very well; women in this case. This has seen the Italian fashion industry enjoy international market share because of the taste of reality of what would fit a certain group at a given point in time.
Question 2
Made in Italy thrives because many international clients are willing to pay premium prices for the goods. The exports of the company have risen for a large percentage because of the acquisition through many organization. Through acquisition, the company is reducin...