Established in Florence at the end of the 80’s Dixie entered the market with a rapid and innovative business approach. This new business is called fast fashion. It offers total look solutions to fashionable women aged 25- 45 who are eager to find their own personal style. Dixie makes an exclusively “Made in Italy” on- site production, resulting into highly customized products. This is in line with the market requests and the promptness which is essential in the “ready to wear” sector. Quality, price and speed are the brand’s strengths. In the 1990’s the company grew as a result of new factory stores opened in Tuscany and the subsequent acquisition by the IMPERIAL group, which introduced DIXIE to the world market as a wholesaler.