Abstract:

In this paper I will focus on the rise and fall of Italian fashion fascination from a socio- cultural point of view and its consequences in the upper-end market. The first part looks at the socio-cultural background that led to an unprecedented consumption tendency in Italy and to the increased concern in one's appearance. The second part will point out the limitations of prior marketing strategies in the changed socio-cultural context of the 90's. The final part explores the new possibilities of the fashion market and outlines new strategies and decision making policies: from intuitive thinking to a more complex process in which intuition requires the support of a thorough knowledge of the market.