Abstract:
The desire to work in the fashion sector leads me to write an abstract about this ‘particular’ industry. With the concept particular I mean a industry that sometimes does not follow the rules of all others sectors but that dictates its own rules.
The first chapter of the thesis presents a general overview of the fashion industry, its characteristics and the current situation of the sector. Moreover, a section of this chapter is dedicated to the situation of the Italian fashion industry. The chapter continues with the study of the main trends of the industry, that are divided between the trends about the new generation of consumers and the new brand management. For each of the two segments, the new trends are deeply analyzed. The final section is dedicated to the technologies and the innovations that invest the industry. Particularly, I focuses on the new communication, the role of the testimonials and of the product placement, the omnichannel experience, the mobile obsession and the Artificial Intelligence.
The second chapter is the central part of the thesis because it analyzes the processes inside the industry. It defines what is a process and how to analyze it.
Finally, the last chapter presents the case of Pier & Co, a fashion company stated in Casale sul Sile, in which I have a real look because it is the place of my stage.
