The billionaire founder of Diesel jeans is on a mission to convince Italy’s many small fashion players that their survival depends on working together.
Some small companies “won’t be able to sustain the costs of digital development, won’t get a deal with big online platforms,” Renzo Rosso, Diesel SpA’s 65-year-old founder, said in an interview. “Some fashion companies will need to accept partnerships, and these alliances will give them the visibility they never had before.”
Rosso was recently appointed as a delegate of business lobby Confindustria with a mandate to shore up the Made in Italy brand, the backbone of the country’s luxury industry. The challenge will be to convince Italy’s maverick fashion entrepreneurs to work together and create a more united front.
Though it boasts an impressive array of famous brands, Italy lacks a national luxury-sector champion, unlike France, which has dominant companies