Fashion and Value: an analysis of the strategies of emerging brands and SMEs in the Fashion sector
Contemporary fashion can no longer be seen merely as a creative expression or a consumer phenomenon. Today it represents a complex system, where economic dynamics, social responsibilities, and environmental impacts intertwine in an increasingly evident way.
This awareness is the starting point of Alba Corindo’s thesis, a student in the Fashion and Costume Sciences degree course, dedicated to analyzing the strategies adopted by emerging brands and SMEs in the fashion sector, with particular attention to the processes through which these entities create value.
Within this scenario, the research highlights the central role of small and medium enterprises, more flexible realities often capable of experimenting with alternative production models compared to those of the traditional industry. Emerging brands and SMEs prove to be fundamental actors of change, as they can integrate creativity, sustainability, and brand identity in an authentic and concrete way.
Alba chose Lanaioli as the starting case study for her thesis work, and we are pleased to share it on our channels to highlight the commitment she has shown.
Sustainability as practice, not as a statement
One of the main goals of Alba Corindo’s work is to show how sustainability, when truly integrated into production and design processes, can significantly contribute to building a coherent and recognizable brand identity. It is therefore not a mere communication tool, but a strategic lever capable of generating value in the long term.
Through the analysis of various Italian case studies, the research investigates practices such as short supply chains, the use of regenerated materials, creative reuse, and attention to processes. These elements, when applied systematically, become an integral part of the business model and the brand’s narrative.
The Lanaioli case: short supply chain, transparency, and identity
Among the cases analyzed, Lanaioli plays a particularly significant role. From the early stages of the research, the company showed openness to dialogue and discussion, offering a clear and transparent view of its production model and the values that guide it. This approach allowed a direct and authentic deepening of the company’s choices, making Lanaioli a concrete example of how an SME can operate responsibly in the textile sector.
From a production standpoint, Lanaioli stands out for reducing distances between the different stages of the supply chain, allowing greater control of processes and a direct relationship with suppliers. The short supply chain is not understood solely in a geographical sense, but also as a design and relational choice aimed at ensuring quality, coherence, and transparency.
Materials, design, and responsibility
Attention to materials, especially regenerated yarns, fits into a broader vision of responsibility and awareness. However, as clearly emerges from the research, it is not the single material that defines the brand’s sustainability, but rather the closeness between design, production, and sourcing. It is this integration that makes sustainability an operational, concrete, and daily element, rather than a mere statement of intent.
From an identity perspective, Lanaioli shows how design and sustainability can engage in a balanced dialogue. Production choices are not seen as constraints, but as generative elements of the project, capable of influencing the aesthetic language, material selection, and brand storytelling. In this sense, sustainability becomes an integral part of the brand identity and helps define a clear positioning in the contemporary fashion landscape.
A replicable and competitive model
The responses provided by the company also reveal a strong awareness of its role within the fashion system. Lanaioli stands as a virtuous example of how an SME can adopt alternative production models, showing that it is possible to combine responsibility, coherence, and competitiveness.
The dialogue between the academic world and business realities, as the research underlines, proves fundamental especially when it comes to sustainability and innovation. Sharing concrete experiences like that of Lanaioli means contributing to a broader reflection on how it is possible today to make fashion in a conscious, responsible way, deeply connected to one’s values.
