Chiara Faggella
Search for other papers by Chiara Faggella in
Current site
Google Scholar
PubMed
Close
New York
From handicrafts to fashion
Abstract only
Log-in for full text

The chapter explains how a non-profit agency called Handicraft Development, Inc. was established in the United States with joint efforts from Italians, Americans, and Italian Americans. This agency played a crucial role in helping Italian fashion merchandise emerge in the American market as luxury export goods. The chapter is divided into five sections that explain the multifaceted issues that were overcome. One of the main issues was the perception of American customers towards Italy in the immediate postwar years. Many Americans associated Italy with Fascist models of production and propaganda, which created a negative image of Italian fashion merchandise. Another issue was related to production: Italian handicraft makers needed training and consultancy to learn how to adapt local aesthetics to American consumers. This was important to ensure that Italian fashion merchandise became desirable to the American market. To bolster the reputation of Italian fashion merchandise in the United States, it was deemed necessary to enhance its perceived quality, which would require a corresponding increase in the price. However, it was important to ensure that the price increase did not render the goods unattainable, to maintain accessibility for interested buyers. This was a crucial step in positioning Italian fashion merchandise as a high-end commodity in the American market. The chapter ends by discussing the impact of the House of Italian Handicrafts showroom in New York on promoting Italian fashion as non-competitive to Americans, while also bolstering its artistic tradition.

  • Collapse
  • Expand

All of MUP's digital content including Open Access books and journals is now available on manchesterhive.

 

Becoming couture

The Italian fashion industry after the Second World War

Metrics

All Time Past Year Past 30 Days
Abstract Views 72 72 31
Full Text Views 0 0 0
PDF Downloads 0 0 0