Valeria Pinchera
University of Pisa, Department of Economics, Faculty Member
- History of Economics, Economics of arts and culture, The economics of fashion, Fashion Industry, Business History, Economic and business history, and 16 moreNational Branding, Consumer Culture, Consumer Culture Theory, Trade Shows, Branding National Myths and Symbols, Trade fairs, Field-configuring Events, Fashion Week, Fashion Shows, Global Fashion, Fashion History, National Imaginary, Haute couture, Ready-To-Wear, Temporary Cluster, and Fashionedit
Research Interests:
In this paper, we reconstruct the history of fashion shows and highlight the crucial role mediatization process have played in the turning of these events into marketplace icons. As the media and image reproduction technologies changed,... more
In this paper, we reconstruct the history of fashion shows and highlight the
crucial role mediatization process have played in the turning of these
events into marketplace icons. As the media and image reproduction
technologies changed, so too did fashion shows, providing a different
basis for their iconicity. During their long history, the goal to diffuse
promotional fashion collection images had to be balanced with the
need to protect intellectual property rights. During the haute couture
era, the latter prevailed, resulting in fashion shows having limited
iconicity. With prêt-à-porter, the benefit of media coverage more than
compensated the risks of imitation and counterfeiting, facilitating
fashion shows’ elevation to full iconicity. The rapidity of fast fashion
retailers’ adoption of catwalk trends makes intellectual property rights’
protection more salient in today’s social media-saturated environment.
Seen as a historical process, marketplace elements’ iconicity rises,
evolves, and, if not adequately sustained, may fall.
crucial role mediatization process have played in the turning of these
events into marketplace icons. As the media and image reproduction
technologies changed, so too did fashion shows, providing a different
basis for their iconicity. During their long history, the goal to diffuse
promotional fashion collection images had to be balanced with the
need to protect intellectual property rights. During the haute couture
era, the latter prevailed, resulting in fashion shows having limited
iconicity. With prêt-à-porter, the benefit of media coverage more than
compensated the risks of imitation and counterfeiting, facilitating
fashion shows’ elevation to full iconicity. The rapidity of fast fashion
retailers’ adoption of catwalk trends makes intellectual property rights’
protection more salient in today’s social media-saturated environment.
Seen as a historical process, marketplace elements’ iconicity rises,
evolves, and, if not adequately sustained, may fall.
Research Interests:
We analyse the emergence of Italy as a fashion country with a reconstruction of the history and impact of the collective fashion shows that Giovanni Battista Giorgini organised in Florence in 1951– 1965. Our cultural analysis highlights... more
We analyse the emergence of Italy as a fashion country with a
reconstruction of the history and impact of the collective fashion
shows that Giovanni Battista Giorgini organised in Florence in 1951–
1965. Our cultural analysis highlights the role events play in the
mobilisation of local actors and the creation of nation brands, which
we conceive as ongoing narrations built on a country’s material and
symbolic resources that differentiate its image in valuable ways for
export markets. Despite their decline, the Florentine shows created
an intangible asset that facilitated the ascent of Milan as Italy’s fashion
capital in the 1970s.
reconstruction of the history and impact of the collective fashion
shows that Giovanni Battista Giorgini organised in Florence in 1951–
1965. Our cultural analysis highlights the role events play in the
mobilisation of local actors and the creation of nation brands, which
we conceive as ongoing narrations built on a country’s material and
symbolic resources that differentiate its image in valuable ways for
export markets. Despite their decline, the Florentine shows created
an intangible asset that facilitated the ascent of Milan as Italy’s fashion
capital in the 1970s.
Research Interests:
Research Interests:
... L'archivio Salviati. La storia degli affari attraverso un archivio familiare. Autores: ValeriaPinchera; Localización: Societá e storia, ISSN 0391-6987, Nº. 50, 1990 , págs. 979-986. Fundación Dialnet. Acceso de usuarios... more
... L'archivio Salviati. La storia degli affari attraverso un archivio familiare. Autores: ValeriaPinchera; Localización: Societá e storia, ISSN 0391-6987, Nº. 50, 1990 , págs. 979-986. Fundación Dialnet. Acceso de usuarios registrados. ...
Research Interests:
This paper intends to examine the consumption of art by some of the most important aristocratic Florentine families from the seventeenth to the beginning of the nineteenth century. In the last few decades economic and social historians... more
This paper intends to examine the consumption of art by some of the most important aristocratic Florentine families from the seventeenth to the beginning of the nineteenth century. In the last few decades economic and social historians have showed an increasing interest in ...
Research Interests:
Rivista di storia economica ISSN : 0393-3415. Numero: 2, agosto 2006, Indice. DOI: 10.1410/22777. Arte ed economia. Una lettura interdisciplinare Valeria Pinchera, pp. 241-266 7 [pdf 94K ...