Sampling coding table
| Raw data | Initial codes | Category | Main theme |
|---|---|---|---|
| “The sustainability of our products is emphasised by a local and artisan production… recovering the old craft of Cenciaioli.” (Rifò founder) | Local, artisan production, old craft of Cenciaioli | Craftsmanship | Communication content |
| “Rifò products are characterised by quality and by the respect for the environment and the community.” (Consumer, Rifò) | Quality, respect for environment | Quality | Communication content |
| “All production takes place in the district of Prato, Pistoia and Florence and a maximum of 30 minutes by car.” (Operations specialist, Rifò) | Territorial identity, local production, maximum of 30 min by car | Authenticity | Communication content |
| “We pay attention to the durability of our products. Our collaboration with Giorgio Armani supports the idea of durability ‘capi senza tempo’ (timeless garments).” (Head of communication, 10CC) | Durability, timeless garments | Durability | Communication content |
| “10CC is not just a shop but more of a concept store or a creative environment.” (Head of communication, 10CC) | Concept store, creative environment | Store | Communication channels |
| “Social media allow me to create special relationships with consumers and really make myself understood.” (Founder, La Milanesa) | Social media, relationships with consumers, make myself understood | Social media | Communication channels |
| “Our hoped-for objective is to be able to make people aware of what is going on in this sector.” (Communication specialist, Rifò) | Make people aware | Awareness | Impact on consumer brand engagement |
| Raw data | Initial codes | Category | Main theme |
|---|---|---|---|
| “The sustainability of our products is emphasised by a local and artisan production… recovering the old craft of Cenciaioli.” (Rifò founder) | Local, artisan production, old craft of Cenciaioli | Craftsmanship | Communication content |
| “Rifò products are characterised by quality and by the respect for the environment and the community.” (Consumer, Rifò) | Quality, respect for environment | Quality | Communication content |
| “All production takes place in the district of Prato, Pistoia and Florence and a maximum of 30 minutes by car.” (Operations specialist, Rifò) | Territorial identity, local production, maximum of 30 min by car | Authenticity | Communication content |
| “We pay attention to the durability of our products. Our collaboration with Giorgio Armani supports the idea of durability ‘capi senza tempo’ (timeless garments).” (Head of communication, 10CC) | Durability, timeless garments | Durability | Communication content |
| “10CC is not just a shop but more of a concept store or a creative environment.” (Head of communication, 10CC) | Concept store, creative environment | Store | Communication channels |
| “Social media allow me to create special relationships with consumers and really make myself understood.” (Founder, La Milanesa) | Social media, relationships with consumers, make myself understood | Social media | Communication channels |
| “Our hoped-for objective is to be able to make people aware of what is going on in this sector.” (Communication specialist, Rifò) | Make people aware | Awareness | Impact on consumer brand engagement |
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