Motivi was set up in 1993 within the garments division of the Miroglio Group of Alba. Today it is the brand leader representing Italian Fast Fashion internationally. Over the last few years Motivi has focused on the distinctive elements of its business model: product (constantly updated and always trendy, with over 50 collections a year), price (excellent value-for-money) and distribution (460 branded stores today and constantly growing). As from 2009 communication is becoming strategic, giving added force and value to brand equity alongside the other elements.