THE FASHION DESIGNCLUSTER IN MILAN

• 1. THE FASHION DESIGNCLUSTER IN MILAN, ITALYLudovica ConsumanoJo PatroniPatricia SchmiedigenMichelangelo Secchi
• 2. COUNTRY PROFILE: NATURALENDOWMENTS Italy World’s 11th largest economy Population: 60.6 million Natural Endowments: • Geography • Terrain • Climate • History
• 3. COUNTRY PROFILE: HISTORICAL
• 4. COUNTRY PROFILE: ECONOMICPERFORMANCE GDP by Region (Italy) 2008 GDP per capita (PPP) Present Value: 2010 31555 USD Historical High: 2008 33268.85 USD Historical Low: 1980 9209.67 USD
• 5. ITALY NATIONAL COMPETITIVENESS:THE NATIONAL DIAMOND
• 6. ITALY NATIONAL COMPETITIVENESS:THE NATIONAL DIAMOND
• 7. ITALY NATIONAL COMPETITIVENESS:THE NATIONAL DIAMOND
• 8. ITALY NATIONAL COMPETITIVENESS:THE NATIONAL DIAMOND
• 9. ITALY NATIONAL COMPETITIVENESS:THE NATIONAL DIAMOND
• 10. CLUSTER ANALYSIS: HISTORICALFASHION IN ITALY (BEFORE 1970) Late XXVIII - Apparel/Textile Sector at dawn of Industrialization of Italy: first concentrations around smaller town in Northern Italy 1860 - Specialization and technological advancement after Italy unification First fair ground opened in Milan in 1906 Beginning XX – First Haute couture Fashion Houses and related Boutiques (Prada 1913, Gucci 1921) 30’s - Autarchy and sanctions during the Fascism After WWII Economic Boom involved Fashion System in a strong growth 50’s-60’s - Changes in consumptions patterns: differentiation of styles, consumerism.
• 11. CLUSTER ANALYSIS: HISTORICALBIRTH OF MILAN FASHION CLUSTER (1970S &1990S) Manufacture process reorganized through specialized districts. Textile/apparel districts in Lombardy. New relation between Design and Manufacture Birth of «Stilismo»: new Fashion House established in Milan. Armani (1975), Versace (1978), Moschino (1983), D&G (1986). Run-ways tradition started in Milan in 1975 (Albini) Growth of specialized fashion fair system Creation of Showcase districts led by new boutiques like Fiorucci (1967) Moschino (1989), Krizia (1984) Milano Capital of Fashion and the International Competition )(analysis of export trends
• 12. MILAN FASHION DESIGN CLUSTER MAP Finance Events&Fairs MediaBanks Financial Model Run ways Cinema Television Services Agencies events Specialized Web Exposition Interior Press spaces Design Manifacturing Communication Agencies Fibers Textiles Marketing&Promotion Tourism Notions Fashion Local Hotels Long Distance Transport Apparel Design Retail Local Leather Transport Restaurant Distribution Jewels Travel Agencies Accessories Institutions for Collaborations Retail District Government Fashion Associations National Education&Training Municipality National Development Chamber c GovernmentUniversities c Professional Agencies Related Region Training EU Industry Commercial associations Chambers
• 13. CLUSTER ANALYSIS: EXPORTITALY FASHION SYSTEM
• 14. CLUSTER ANALYSIS:GLOBAL CHALLENGES (1990S &2000S) trends after 95 Export Competitiveness on Manufacure basis (textile and fibers) from new developing economies Shift on creativity cluster Growth of education supply Retail power and new attractiveness for international brands. FDI The challenges after 2008
• 15. MILAN FASHION DESIGN CLUSTER:THE DIAMOND
• 16. MILAN FASHION DESIGN CLUSTER:THE DIAMOND GOVERNME NT- Milan City Administration, Assessor for fashion and design;-Lombardy Region: fashion start-up project financing;- Memorandum of Understanding with French Federation forCulture;- Directive 2008/121/EC on textile labelling;- Agreement with the Chamber of Chinese Fashion;- Agreement with Association of Spanish Fashion Creators;
• 17. MILAN FASHION DESIGN CLUSTER:THE DIAMOND FACTOR CONDITIONS -Made in Italy concept; -Milan as financial heart and editor heart of Italy; -City-web structure; -Specialized industrial design firms; -Advantageous infrastructure system; DEMAND CONDITIONS -Exports; -Sophisticated domestic demand; -Foreign buyers;
• 18. MILAN FASHION DESIGN CLUSTER:THE DIAMOND CONTEXT FOR FIRMS STRATEGY AND RIVALRY
• 19. MILAN FASHION DESIGN CLUSTER:THE DIAMOND SUPPORTING INDUSTRIES -Media Industries (TV producers, Magazine editors, Press office, Billboard space providers, Publishing, Printing); -Education (fashion academies, research institutes); -Sales outlets; -Interior design industries (furniture); -Entertainment Industries (Clubs); -Event Organization companies (Showrooms, PR agency, Model agencies, Trainers); -Facilities (Hotel, Restaurant, Travel agencies);
• 20. MILAN FASHION DESIGN CLUSTER:THE DIAMOND INSTITUTIONS FOR COLLABORATION - National Chamber of Italian Fashion; -Milan Chamber of Commerce (Promos); -Fiera Milano; -Fashion Museum; -Italian Fashion System; -Via Montenapoleone Association; -Unione Confcommercio; -Federmoda; -Altagamma Foundation; -Chamber of Italian Fashion Buyer; -Trade Fashion Fairs (Anteprima, Milano Unica, Mi-Milano Pret a Porter, Micam); -Fédération Française de la Couture, du Pret-à-Porter des Couturiers et des Créateurs de Mode;