In the middle of the 1950s, Italy was going through the "economic miracle" and the significant diffusion of industrialization helped the birth of what we could call the "standard fashion". The production revolution was gradually entering into the consumers’ culture; it was, therefore, necessary to build an image able to pilot the purchasing attitudes of the Italian population. The case of the Gruppo Finanziario Tessile (GFT) shows, through some well-known examples of advertising of the 1960s, how the cult of celebrities influenced the ready-made clothing market, structured in an efficient standard sizing system. Since products were mass market-oriented, sales testimonials’ campaigns had to belong to the mass culture and stimulate ever-new purchasing needs in the population. From the cult of celebrity, they moved to the culture of celebrities.

Standard Celebrities. Evolution of Communication Strategy in the Ready-to-wear Fashion Industry

CAFFARO, GIULIA
2017

Abstract

In the middle of the 1950s, Italy was going through the "economic miracle" and the significant diffusion of industrialization helped the birth of what we could call the "standard fashion". The production revolution was gradually entering into the consumers’ culture; it was, therefore, necessary to build an image able to pilot the purchasing attitudes of the Italian population. The case of the Gruppo Finanziario Tessile (GFT) shows, through some well-known examples of advertising of the 1960s, how the cult of celebrities influenced the ready-made clothing market, structured in an efficient standard sizing system. Since products were mass market-oriented, sales testimonials’ campaigns had to belong to the mass culture and stimulate ever-new purchasing needs in the population. From the cult of celebrity, they moved to the culture of celebrities.
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Descrizione: In the middle of the 1950s Italy was experiencing its “economic miracle”, and the significant diffusionof industrialisation helped the birth of what we could call “standard fashion”. The production revolu-tion was gradually entering into the consumer culture. It was therefore necessary to build an image ableto pilot the purchasing attitudes of the Italian population. The case of the Gruppo Finanziario Tessile(GFT) shows, through some well-known examples of advertising of the 1960s, how the cult of celebrit-ies influenced the ready-made clothing market, structured in an efficient standard sizing system. Sinceproducts were mass market oriented, sales spokespersons’ campaigns had to speak to the mass cultureand stimulate ever-new purchasing needs in the population. From the cult of celebrity, they moved tothe culture of celebrities.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11585/654899
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