INTRUDUCTION OF ZEE RUCCI ZEE RUCCI intends to consolidate his image further towards the target, increasing market share. To succeed in this, for years it has been conducting a strategy of research and innovation, to keep ahead of competitors. The research and innovation affects the whole production: Starting from create the newest fashion styles, the newest material for the new models, to store furnishing, collection theme, communication with the market and staff professional training. Creation and to increase the market share are two of the most important incentives of this general strategy. As well as the optimization service of the customer and the care for opportunity of the potential market.