White paper on creativity - ebla center

Chapter 5but also in generating income, jobs,and tourist attractions through thecreation of international events(exhibitions and fashion shows) andthe creation of specialised sales points(shops, industrial outlets, single-brandstores).From this point of view, the wholechain of value production for afashion good is of vital importanceand in some ways may be seen as asingle, closely interlocking system. Astylist’s studio business cannot beseparated from the manufacturingstage, because most of its style-makingis incorporated and integrated in thefashion house and manufacturingcompany. Textile manufacturingcannot be considered in isolation,because its designs are powerfulinnovative inputs for creators of hautecouture or prêt-à-porter. The stylist’sjob, in turn, cannot be separated fromdistribution which, being in touch withconsumer tastes, variations andpreferences, becomes a strategicprompter for the whole chain.The following analysis of fashiongoods thus takes in account the wholefield, even though we will try – whenstatistically possible – to distinguishthe various stages in the productionchain.5.2 Fashion and theproduction systemItaly has long-standing solid traditionsof excellence in the field of fashion,clothing manufacturing and textileproduction, which in the recent pasthas made it a world fashion centre. Allthe stages in the chain of valuecontribute to the success of the sector:the creativity of conception andfashion design, the creativity ofmanufacturing models, such as theindustrial districts, and the evolution ofthe distribution stage. The industrialdistricts of Biella, Milan, Alba, Prato,Florence, Carpi and those in Campaniaand the Marches are internationalcentres for the creation andmanufacture of textile fashion, men’sfashion, women’s fashion andaccessories.Internationally renowned brandscontinue the Italian tradition in thevarious sectors: textiles and woolproduction (Ermenegildo Zegna, LoroPiana, Piacenza, Lanificio Colomboand many more), haute couture andpret-à-porter (Armani, Dolce &Gabbana, Versace, Valentino, Gucci,Trussardi, Prada, Fendi and Missoni),lingerie and hosiery (Golden Lady,Sanpellegrino, Filodoro and Levante),sportswear (Robe di Kappa, Invicta,Asics, Fila, Lotto and Diadora),footwear, accessories, jewellery (in theValenza and Arezzo areas) and eyewear(in the Agordo district, Belluno). Thislist of examples is obviouslyincomplete but gives an idea of theWHITE PAPER ON CREATIVITY 115