E. Marinella: A Silk Thread Connecting Naples and London

Paolo Taticchi, Chiara Andreoli

Research output: Other contributionTeaching case


The main goal of the founder was to create a “small corner of England in Naples”, building an imaginary bridge between the English capital, renowned for tailor-made luxury fashion, and the southern Italian city. By selling Englishstyle clothes and accessories and producing shirts and ties with silk from England, Eugenio blended the English men’s elegant style perfectly and uniquely with Neapolitan artisan traditions. The brand became primarily known for its elegant ties, worn by the most famous Heads of States, politicians, and celebrities worldwide. In 2022 Marinella was a solid company with flagship stores and corner stores in 27 countries across Europe, Asia, and America. Nevertheless, the business was facing several strategic challenges, including the digital and sustainability transitions, the evolution of the retail strategy, and a delicate leadership change.
Original languageEnglish
Publication date2022
Place of PublicationLondon
PublisherUCL School of Management
Number of pages23
Publication statusPublished - 2022

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