Supplying woolens for Cristóbal Balenciaga: a comparative analysis of the commercial strategies of Garigue and Agnona (1947-1968)

de Lorenzo, V. (2021) Supplying woolens for Cristóbal Balenciaga: a comparative analysis of the commercial strategies of Garigue and Agnona (1947-1968). Fashion Theory, 25(4), pp. 481-511. (doi: 10.1080/1362704X.2021.1905949)

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Abstract

Textile converter Garigue (founded in 1947 in London, United Kingdom) and manufacturer Agnona (established in 1953 in Borgosesia, Italy) both became, shortly after their foundation, notable haute couture woolen suppliers. The House of Balenciaga played a crucial role in their success. This paper will analyze the history of these businesses and the marketing strategies they employed in order to gain the favor of Balenciaga, an alliance that became a profitable strategy in itself. These two case studies will contribute to the scarce literature on the textile suppliers whose products informed Cristobal Balenciaga’s creations.

Item Type:Articles
Status:Published
Refereed:Yes
Glasgow Author(s) Enlighten ID:deLorenzo, Victoria
Authors: de Lorenzo, V.
College/School:College of Arts & Humanities
Journal Name:Fashion Theory
Publisher:Taylor and Francis
ISSN:1362-704X
ISSN (Online):1751-7419
Published Online:12 April 2021

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