Book profiles


Carla Lunghi, Francesca Romana Rinaldi, Marco Turinetto

What's Fashion? It's Method!

The Value of Ideas in Fashion Companies


The book examines the indispensable factors for the launch and management of a new creative process: the authors provide truly effective tools between research & edutainment. The results of recent studies have in fact acknowledged the existence in people, institutions, and businesses of every size and sector, of a noticeable tendency towards changes in processes (of products and services). This publication aims to group together around a single concept, change for growth, the interests and goals of all those in Italy and in the world who have recognized that the adoption of new strategies is an incontrovertible need. This volume thus seeks to meet a challenge, that of rethinking and redesigning behavior, models, and attitudes; in a nutshell, the market approach of the sector and the Fashion System.


Pages: 112

Trade Paper: ISBN 9788885486386; $18,00


Carla Lunghi is an Associate Professor at the Sociology of Cultural Processes department, Università Cattolica, where she teaches Social Communication and the Evolution of the concept of Made in Italy.

Francesca Romana Rinaldi is Director of the Master in Brand & Business Management and the New Sustainable Fashion short course at the Milano Fashion Institute. She teaches at Bocconi University and the SDA Bocconi School of Management.

Marco Turinetto is a confirmed researcher and professor of Fashion Management at the Politecnico di Milano, where he founded and directs the Specialization Course “Licensing and Brand-Extension”, a research and training centre on high-end licensing.