Abstract:

Fiorucci has always tried to interprete the evolution and the sudden chances in the tastes of the younger generation, therefore the first part of this paper will deal with how this problem has been handled in the past. Subsequently, by means of defining the present Fiorucci structure, it is possible to note the importance of the role that research has as a determining factor of the production and the total image of the enterprise. Fashion can today be considered as one of the means of communication of the masses, induced by the progressive acceleration of social dynamics. An image of the firm is therefore conveyed through the fashion products and for this reason the firm must continuously employ new research methods and structures.