Purpose – The purpose of this paper is to shed light on the contribution that history can give to marketing strategies aimed at revitalizing fashion brands. It focuses on the revival strategy implemented in recent years by the Pucci fashion company. Design/methodology/approach – The analysis is carried out in four parts. Marketing literature dealing with “brand revival” is reviewed in the first part. The second and the third part deal with the main characteristics featured, respectively, by the original and restored Palio and Vivara collections. In the fourth part, by applying the key concepts provided to us by the marketing literature, we pinpoint the chief values which Pucci’s retro-marketing strategy has emphasized upon and those that instead have been partially, if not completely, neglected. The research is based on a mix of sources including records kept by historical archives, fashion press, economic and financial databases and exhibition catalogues. Findings – The research shows that resorting to the past to revitalize a fashion brand can backfire if the retro-marketing strategy is not supported by an extensive knowledge of the firm’s history, and by a well documented analysis of the historical background in which the brand was originally introduced. Originality/value – The paper provides an example of interdisciplinary approach to brand revival, a marketing strategy to which an increasing number of firms resort to meet the consumers’ call for nostalgic innovation.

Energy communities (ECs), intended as collective action initiatives in the energy field involving citizens’ participation, have been gaining relevance for the past decades as an alternative way to organize the energy chain to challenge the incumbent system. With Europe’s recently adopted Clean Energy Package, ECs found a formal recognition by the European Union as potential actors of the transition of the energy system towards a wider and more decentralized use of renewable sources. Although the potential role of ECs in the transition is therefore hardly questionable, a thorough comprehension of the enabling factors that might foster their diffusion and scaling up is still lacking. Through a comparative analysis of the evolutionary trajectories in six EU countries regarding their energy systems, their regulatory frameworks and their historical evolution of ECs, namely through the example of cooperative models, this paper aims at providing some preliminary evidence about the factors and dynamics that seem to have played, and may play, a role in hampering or facilitating EC model diffusion. Attention is therefore specifically paid to three dimensions of analysis referring to: the energy mix and market structure; the institutional and policy landscape; the wider social attitudes towards environmental issues and cooperation among citizens. In addition to providing a wide comparison of different EU countries, the paper shows that the historical evolution pathways have to be carefully taken into account to understand what might trigger ECs exploitation in the EU.

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