Serena Rovai, PhD, is Senior Professor in Luxury Brand Management and Chair of the Luxury BRaND Lab at Excelia Business School, where she created and directs the luxury and fashion specializations. She is Visiting Professor at Stanford University in Luxury and Fashion Management among others - IULM, ISCTE, Bocconi, Polimoda, Curtin University, Università degli Studi di Firenze.

She has more than 25 years of international experience in higher education in academic and executive roles, business consulting, and directing programs in Luxury and Fashion Brand Management - Italian Ministry of Foreign Affairs, Chinese Ministry of Education, and World Bank. She conducts research on fashion and sustainability in Made in Italy and her work has been published widely in scientific journals.

Manuela De Carlo, PhD, is Full Professor at IULM University in Milano, where she founded and directs the [...]. in Hospitality and Tourism Management (dual degree with the University of Central Florida). She has a Master's degree in International Tourism and Hospitality and graduated with specialization in Luxury Hospitality and Client Experience.

Manuela has published widely in the areas of collective capabilities development; technology adoption in luxury hospitality; service personalization and customer centricity; and place image formation and evaluation. She has conducted numerous consulting and applied research projects and provided advice for OECD, Italian Ministry of Tourism, and Italian Ministry of University and Research.

Preface

Author Biographies

Introduction: Luxury "Made in Italy"

Serena Rovai and Manuela De Carlo

Section I

1. The Luxury Industry and "Made in Italy": New Perspectives and Challenges

Cecilia Pasquinelli

2. Consumers' Commitment to Brand Recognition: Diesel Sustainability Strategy for "Responsible Living" & the Second-Hand

Serena Rovai and Ian Phau

3. Luxury and Sustainability in Shopping Experiences: Vogue Talents and the New Awareness for Sustainable Social Fashion

Jessica Antonios

4. Facing the Global Customer: 10 Corso Como Innovative Path

Gaetano Aiello, Laura Grazzini, Olga Nachaeva, and Costanza Dasmi

5. The New Road to Certified Sustainability in Luxury: Beachwear and Lingerie

Fabio Iraldo

Section II

6. Luxury Made in Italy in Transition and the Sustainable Engagement: Cases from Different Sectors

Stefania Lazzaroni

7. Luxury Yachting and Sailing - Opportunities and Challenges of Sustainable Development for Italian Boating Industry: The Ferretti Group Case

Francesca Goi and Amedeo Migali

8. Case Study Cucinelli: Servant and Ethical Leadership for Social Responsibility and Humanism

Susanne Rank and Serena Rovai

9. Italian Luxury: Between Tradition and Storytelling: The Gucci Case

Mauro Ferraresi and Giulia Tonucci

10. Integrating Sustainability in Luxury Hospitality Experiences: The Italian Way of the Principe di Savoia

Elena Tinacci, Manuela De Carlo, and Martha Friel

11. Luxury Household and Design: Kartell Loves the Planet

Michele Coletti and Matilde Rovai

12. Place Heritage and Corporate Heritage as Levers for Sustainability: The Ferragamo Case

Cecilia Pasquinelli and Serena Rovai

13. Sustainable Luxury Trajectories for "Made in Italy" Wine Businesses: The Cantine Ferrari Case

Jacopo Cammeo, Elena Casprini and Lorenzo Zanni

Section III

14. Luxury "Made in Italy" Start-ups and the Sustainable Innovation Challenge

Dennis Valle

15. Rifò and Prato Recycling Capital

Daniela Toccafondi

16. How to Combine Sustainability and Authenticity in Luxury Brands: An Insight into the Case of La Milanesa

Silvia Ranfagni and Giada Salvietti

17. ACBC and the Impossible Challenges of Quality Non-Leather "Made in Italy"

Jinju Hu and Mark Esposito

18. Sustainably Small, Successfully Slow: Artisanal Excellence and the New Made in Italy - The Case of Bespoke Tailoring

Fabio Duma

Conclusion: Luxury "Made in Italy" and Sustainability

Ian Phau

Index