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Chapitre D'ouvrage Année : 2021

Globalized Identities in The Fashion Trade

Résumé

The regular occurrence of the main international textile fairs plays a leading role in the development of global fashion. The ethnographic description of this complex process makes it possible to grasp the major commercial issues of an industrial sector now dominated by China and to understand the transmutation in the marketing of national identities in the global scene on the basis of the case study of the Made in Italy Fabrics Fair. Milano Unica produces the value of the 100% Made in Italy fabrics by enhancing Italian heritage and know-how so as to attract Chinese designers with a concern for environmental issues and product quality. The prestige of these intermediate products enables Chinese buyers to assert the high level of their nascent fashion houses. Such kinds of business practices highlight the values hierarchy between companies that have made the history of fashion and newcomers.
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Dates et versions

hal-03491930 , version 1 (05-01-2024)

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Lynda Dematteo. Globalized Identities in The Fashion Trade. Eugenia Paulicelli; Veronica Manlow; Elizabeth Wissinger. The Routledge Companion to Fashion Studies, 1, Routledge, pp.247-258, 2021, 9780429264405. ⟨10.4324/9780429264405⟩. ⟨hal-03491930⟩
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