Marketing Cooperation and Public Policy in Italian Networks of Fashion Firms

The aim of this paper is to describe and interpret innovative forms of marketing cooperation between enterprises in specific contexts of the Italian fashion industry. The phenomena observed are linked to the changing marketing environment for companies forming part of local fashion systems (districts and other areas of production). In particular, the development of these new forms is facing two main threats. These threats are commonly described by two factors that may appear related: increased ability of competitors from emerging countries (the competitive ability of producers located in emerging countries [principally China] and their growing weight in the total purchases by existing and potential customers); and increased power of direct customers, either in terms of bargaining power or market power connected to the management of downstream phases in the chain (especially in management of brands and retail outlets). The two threats, the first ‘horizontal’ and international and the second ‘vertical’ but not necessarily international, have been widely discussed as being related to each other and linked to the more general phenomenon of globalization (Guercini and Runfola 2004).