This study analyses Italian knitwear manufacturers that operate both in international consumer and in business markets and assesses the different forms of competition that exist between them. The purpose of the research is to analyse the different positioning of these firms within the chain of production that they belong to. The firms that deal with fashion operate in different competitive contexts and have to launch new products frequently (seasonal collections of various lines and brands), erecting barriers (to mobility and imitation) related to competitors and lowering obstacles related to their stakeholders. Sweater manufacturers adopt strategic technologies based on the continuous development of product innovation and marketing strategies. The research was carried out through analytical case studies of the most representative firms of the sector and provides many implications for management practice and avenues for future academic research.