How are fashion brands perceived in Italy? The world of luxury seen from the peninsula

Italy is perhaps, together with France and the United Kingdom, one of the focal points of the world luxury industry. Most of the major luxury fashion brands were born in Italy and an even greater part of the production centers of international luxury decide to open their factories here. Not to mention the lively undergrowth of fashion professionals and independent brands that keep the Italian fashion ecosystem alive. Even when a new trend is not born in Italy, it ends up landing on its catwalks and will have to confront its designers - a phenomenon that gives the measure of the cultural status that Italy enjoys in the fashion world.

To better analyze the dominant trends today in Italy, the editorial staff asked five made in Italy fashion insiders to use the Cartesio platform, created by nss factory in collaboration with Lyst, to categorize the main luxury brands.

Federigo Barengo (@barengo)

Consultant e co-founder di NXTGN SRL

«As the boundary between the four cardinal points of the diagram is increasingly labile, is it still necessary to know the positioning of a brand or is it primary to know the target audience?»