Styling and Design in Multi-Segmented Market Strategies: The Case of the Italian Knitwear Sector

This study analyses Italian knitwear manufacturers that operate both in international consumer and business markets and assesses the different forms of competition that exist between them. The purpose of the research is to analyse the different positioning of these firms within the chain of production that they belong to. The firms that deal with fashion operate in different competitive contexts and have to launch new products frequently (seasonal collections of various lines and brands), erecting barriers (to mobility and imitation) related to competitors and lowering obstacles related to their stakeholders. Sweaters manufacturers adopt marketing strategies that are based on a constant growth of marketing capacity, (specialized and structural), in order to allow them a leading role in micro-segments of world markets. The research was carried out through analytical case studies of the most representative firms of the sector, which constituted a privileged research laboratory. The paper provides many implications for management practice and avenues for future academic research.