All those glossy magazine spreads and dreamy adverts were designed to make us lust and aspire for products so well-made, they might just be out of reach. The inherent ‘insider’s club’ in Italy shines through in the marketing methods of premium brands. This business style positions major Italian brands in stark contrast to the likes of the French, where conglomerates reign. We met with luxury brands where decisions are closely supervised by the HQ – from fabric sourcing and design to operations and reporting. Many labels are still family-run and place a lot of emphasis on control in order to preserve their history and output. Luxury in Italy has always been synonymous with tradition, quality and exclusivity.
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