One economic actor of the Italian fashion sector: survey sampling the Allegri consumers’ and agents’ target

The research has the focus on identifying consumers and competitors of the brand Allegri. In order to have a better understanding of the company Allegri, a framework for the research has been built, that is the operating sector and the history of the brand. Starting from the origin of Italian fashion, on 12th February 1952, the steps for affirming an Italian style and the further events are explained. Some of the steps describe the approach to "ready to wear" in Italy, the emerging figure of the stylist, "prêt-à-porter" and finally the development of industrial districts.
The industrial district is a phenomenon of the seventies, tightly related to the evolution of Allegri; the company was founded in Empoli producing raincoats, characterizing element of this area. Since 2011, the brand has belonged to LG Fashion Corporation, Korean multinational clothing firm. Nowadays, Allegri is in a transition phase, which requires information to set up a future strategy. Aiming to supply some of this information, a survey has been conducted on two different kinds of consumers (those who shop in outlet and those in stores) and on the company agents. From the research, some important results have emerged, for instance, how consumers perceive the brand (empirically), brand awareness, Allegri consumers' profile, defects in production, etc.
Beyond the results, there are some suggestions for the company to follow in the middle and in the long term.