Through the changes that affected aesthetic fruition and marketing strategies in the shops and showrooms setup, how have the consumer experience and perception of the brand "Made in Italy" been transformed?
Armando Branchini is Secretary General of the Fondazione AltaGamma and professor of Theories and techniques of image promotion at the IULM of Milan. He is an expert in corporate strategy and international marketing, especially in the field of luxury and top level goods. Consultant for the integration of quality systems and the valorisation of consumer goods, he has worked mainly in the sectors of fashion, design and jewellery. He served on the Editorial Board of the Treccani Enciclopedia della Moda (3 vols., 2005), directed by Tullio Gregory.
