Heritage and Positioning of a Made in Naples Icon: The Case of E. Marinella

Abstract

This thesis titled "Heritage and Positioning of a Made in Naples Icon: The Case of E. Marinella" provides a critical analysis of the intricate relationship between socio-cultural context and the fashion industry, focusing on the renowned brand E. Marinella. The research examines how historical events have shaped the brand and how E. Marinella has leveraged on its rich heritage to create a competitive advantage. The first chapter offers a comprehensive overview of the brand, detailing its history, the evolution of its core business centered around the iconic tie, and the fundamental values that define its identity. The second chapter explores the influence of Italy's socio-cultural landscape during the 20th and 21st centuries on E. Marinella, investigating key historical events that impacted both the brand and the broader fashion sector. Finally, the third chapter analyzes, with the support of theoretical frameworks, the brand's positioning, to understand the strategic decisions that have solidified E. Marinella's status as a global icon of Made in Italy and Made in Naples. Through this analysis, the thesis demonstrates how a brand's heritage, when effectively integrated into a forward-looking strategy, can serve as a powerful tool for sustained success in the global market.