Abstract: The building of a brand: made in italy between marketing and communication. The process of the building of this brand did not follow a rational plan but was due to the lower cost of labour in Italy, which made investors from the German speaking countries and later from the United States start production there in the textile and the movie industry. Together with the communication of the values of the Italian way of life and the strong relationship with the historical heritage, the productive system has gone on building the myth of "bello/ benfatto", which is a strong point to promote the design /fashion system. The developing of great fairs and exhibition events in the two sectors – textile and movie industry – has supported production with great new ideas like the Satellite Pavillion for young designers and White area during Milan fashion weeks. The structure of the industrial districts is very strong in the country and allows innovation and integration among different supply chains. Nevertheless, now companies start understanding how important it is to pay attention to moral values and to different ideas of beauty in different markets in order to promote in the correct way, the production beyond big mistakes performed by some brands. This also directs companies in planning specific production and presenting products in different ways. The tool of retail is another important point in the communication of brands, which switch from product companies to proposers of an integrated life style. The new aim is to let the client have an unforgettable experience, both in his online and offline shopping. CV