Luxury has different meanings over the centuries. Among the Greeks it was regarded positively and was magnificent. With Latin culture, however, luxury was often associated with waste and ostentation. In Italy today, luxury is strongly linked to the concept of "excellence" in terms of the choice of materials, the craftsmanship of manufactured goods and the beauty of the products. The Gucci case is emblematic in this regard and explains the storytelling of made in Italy.
Italian Luxury Between Tradition and Storytelling: The Gucci Case., 2023.
Italian Luxury Between Tradition and Storytelling: The Gucci Case.
Ferraresi, Mauro;Tonucci, Giulia
2023-01-01
Abstract
Luxury has different meanings over the centuries. Among the Greeks it was regarded positively and was magnificent. With Latin culture, however, luxury was often associated with waste and ostentation. In Italy today, luxury is strongly linked to the concept of "excellence" in terms of the choice of materials, the craftsmanship of manufactured goods and the beauty of the products. The Gucci case is emblematic in this regard and explains the storytelling of made in Italy.
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