Although the health emergency has caused a strong drop in exports and interruptions in the supply chain, the strong acceleration of the process of digitalization has allowed for reducing the centrality of distribution channels in the American market, historically the largest barrier for Italian fashion companies interested in approaching the United States.#The principal threat to Italian leadership in the sector resides in the dimensions of the companies in the sector, that on average are much smaller than French companies. Over the years, almost all Italian brands have preferred to sell rather than join forces or access the capital markets. Only one, Luxottica Group, has entered the top ten of the highest-performing luxury groups in the world, and not coincidentally, has constructed its leadership starting precisely from the United States.#