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.
National Mythmaking, Foreign and Domestic: a Historical Analysis of the Birth of Italian Fashion
PINCHERA, VALERIA
2013-01-01
Abstract
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.File in questo prodotto:
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