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.
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.
Diego Rinallo, Euromed Management, France
Valeria Pinchera, Università di Pisa, Italy
E - European Advances in Consumer Research Volume 10 | 2013
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