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.

摘要

成立后不久，纺织品加工商Garigue（于1947年在英国伦敦成立）和制造商Agnona（于1953年在意大利Borgosesia成立）都成为了著名的高级时装羊毛供应商。巴黎世家（Balenciaga）在成功中起着至关重要的作用。本文将分析这些企业的历史以及它们为获得Balenciaga的青睐所采用的营销策略，Balenciaga本身已成为一项有利可图的战略联盟。这两个案例研究将为有关纺织品供应商的稀有文献做出贡献，这些文献的产品为Cristobal Balenciaga的创作提供了信息。