|Tipo di tesi||Tesi di laurea magistrale|
|Titolo||Made in Italy perception and the functioning of the luxury market in the world. A glance into the internationalization process of Italian and foreign companies in the apparel industry.|
|Titolo in inglese||La percezione del Made in Italy e il funzionamento del mercato del lusso nel mondo. Uno sguardo al processo di internazionalizzazione delle imprese italiane e straniere nell'industria dell'abbigliamento.|
|Struttura||Dipartimento di Studi Linguistici e Culturali|
|Corso di studi||LANGUAGES FOR COMMUNICATION IN INTERNATIONAL ENTERPRISES AND ORGANIZATIONS - LINGUE PER LA COMUNICAZIONE NELL'IMPRESA E NELLE ORGANIZZAZIONI INTERNAZIONALI|
|Data inizio appello||2020-12-15|
|Disponibilità||Accesso limitato: si può decidere quali file della tesi rendere accessibili. Disponibilità mixed (scegli questa opzione se vuoi rendere inaccessibili tutti i file della tesi o parte di essi)|
|Data di rilascio||2060-12-15|
Il presente elaborato di tesi mira ad esaminare il funzionamento dell’industria tessile nel mondo con un particolare occhio di riguardo al mercato del lusso nel settore dell’abbigliamento e alla percezione del Made in Italy nel mondo.
This dissertation examines the functioning of the textile and clothing industry in the world, with a particular focus on the luxury market and Made in Italy perception throughout the world. Globalization and the internationalization process of Italian and foreign companies in the textile industry are a crucial part of my dissertation as well as the functioning of international trade and the delocalization of the productive process towards developing countries. In chapter one, I investigate the key features of the clothing industry in the economy. I focus on the phenomenon of globalization and the inclination for the companies to internationalize which have been the key drivers of the global trade in recent decades. As far as the internationalization process is concerned, particular attention has been paid to the preferences expressed by both foreign and Italian companies in terms of foreign expansion. I analyse the process of relocation of the entire production chain, or only a part of it, by the companies in the industry. The economic, social and institutional consequences of this process are such as to have an enormous impact on the growth or decline of developing countries. In chapter two, I discuss the key concept of "Country of Origin Effect". Indeed, it plays a crucial role when it comes to the positive or negative assessment of a product or service by the consumer. The presence of stereotypes linked to a particular country, the inexperience of the consumer or a negative assessment of a product or service may represent a death sentence for the economy of such country. Of course, the globalization process makes its entrance also in the second chapter. In a world where the processes of relocation of some parts of the value chain are on the agenda, the concept of a single "Made in" label is extremely outdated. As a consequence, hybrid goods appear in the global scenario, however creating some problems when it comes to their categorization. Even from a marketing point of view, it is not easy to sponsor a product whose assembly or production took place in an underdeveloped country that is not particularly popular. Furthermore, I examine “Made in Italy”, its main characteristics, the export activities related to it and its strengths and weaknesses. Chapter three focuses on the real meaning of “luxury” and what it represents from the point of view of both the consumer and the product branding. The functioning of the luxury market throughout the world and the one related to the apparel industry are only the first part of a deeper analysis regarding the apparent incompatibility between the concept of luxury and that of sustainability, which now plays a crucial role in all sectors of the world economy. I focus on the functioning of the luxury market in Italy, providing also a numerical estimation of its importance in the Italian economy. Chapter four is devoted to the analysis of the consequences of the world pandemic caused by Coronavirus in the textile and clothing sector. In particular, the chapter examines the difference in consumers’ behaviour between those who purchase luxury goods and those who do not during the pandemic period.