National Mythmaking, Foreign and Domestic: a Historical Analysis of the Birth of Italian Fashion

Adopting historical methods, we examine commercial mythmaking centered upon the first Italian fashion shows (1950s-1970s). Documenting the emergence of Italy as a fashion country and rivalry among cities to become Italy’s fashion capital, we demonstrate that before national mythmaking can occur, local marketers must be mobilized towards common marketing goals.



Citation:

Diego Rinallo and Valeria Pinchera (2013) ,"National Mythmaking, Foreign and Domestic: a Historical Analysis of the Birth of Italian Fashion ", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 9-12.

Authors

Diego Rinallo, Euromed Management, France
Valeria Pinchera, Università di Pisa, Italy



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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