American Influence On Italian Fashion Industry After World War Ⅱ And Implication

As an international fashion giant, Italy has its own developmental strategy and uniquecharacteristics, which has made its industry developed rapidly within only 50 years. Thesupport from the United States through Marshall Plan after World War II as well as Italy's longhistory of national culture plays a great role in Italian fashion development, especially inindustrial production and culture. Through multi-disciplinary analysis, this paper systematicallyaddresses the development of Italy's industry after World War II, especially putting emphasis onAmerica's influence on Italian fashion industry.For three decades of reform and opening-up periods, China's apparel industry has beendeveloping at a rapid speed. But it is still at the primary stage with some problems, whichmanifests the big gap between China and the international fashion giants. In recent years, Italy'sinfluence on China's fashion industry is increasing year by year. Therefore it is necessary for usto learn Italy's experience through exploring the development process of its fashion industryand the characteristics. This way, we can enhance the development of our country's fashionindustry to become a member of the international fashion giants as soon as possible. Therefore,three suggestions are put forward: adhering to our traditional culture to develop national styles;adjusting the industrial structure to make the country an export-oriented giant; adding brands'value to internationalize the brands.