The internazionalization of Italian luxury brands. The Missoni Case

This chapter is about the international development of Italian luxury companies. It focuses on small–medium-sized family businesses, which characterize the Italian fashion industry. These businesses more than before have to manage internationalization processes by making stronger the relation between brand reputation and brand performance. Through the findings emerging from the literature and the analysis of the emblematic case of Missoni, the chapter aims to explain how a family luxury company develops a strong international brand in terms both of brand definition and of marketing strategies. The case investigated is built through a case analysis process that included the analysis of secondary data on Missoni and an in-depth interview with the General Manager.