The competitiveness of medium-sized clothing firms: some empirical results from the Carpi district

This paper enters into the discussion on the strategic and managerial characteristics of medium-sized firms, as fundamental agents for industrial district transformation. It aims to analyze: a) the relevance of marketing approaches, based on significant investments in brand, communications, and retail outlets in the development strategies of medium-sized district firms in the fashion industry; b) the interrelationships of these approaches with other important elements that affect the competitiveness of medium-sized firms, such as the range of products offered, the average turnover generated by each product and the decisions regarding international outsourcing of manufacturing activities. These factors are analyzed by comparing the average values of the variables related to each aspect in clothing companies of different sizes in the Carpi district. Through the processing of secondary data, the research shows the relevant role played by the ability to preside over the market (which arises from the investments in brand, communications and stores) in the competitiveness of medium-sized firms, which operate in the fashion industry. This ability may condition the firm’s competitive advantage, as a result of its influence on choices regarding the firm’s product range, on the average revenues generated by each article, and on international production outsourcing decisions.