Integrating Sustainability and Country Image: Strategic Insights from the Italian Fashion Industry

The luxury fashion industry is increasingly pressured to adopt sustainable practices due to heightened consumer awareness and stricter regulations. In Italy, a country recognized worldwide for its tradition in fashion and a symbol of excellence thanks to the “Made in Italy” brand, this issue takes on special importance. Despite extensive research on sustainability and country image separately, their intersection in Italian fashion remains underexplored. This study aims to explore how Italian fashion companies can strategically integrate sustainability and country image, particularly the "Made in Italy" brand, to enhance competitive advantage. Through qualitative analysis, including in-depth interviews with key informants (n = 10), the research highlights how Italian fashion brands are integrating sustainability and country image in their marketing strategies, focusing on two macro- themes: (1) brand identity and positioning, and (2) marketing organization and relationships. The findings offer practical insights for managers on aligning sustainability with country heritage in a global market.