Made in Italy: what does it really mean?
We are Italian.
We are born, designed and finally made in Italy.
But what does “Made in Italy” mean to you?
What’s behind the worldwide famous label?
By deepen the meaning of such overused word, we got to know the identity of the most important products made in Italy and the philosophy hidden behind the decision of a number of Italian companies to create their worldwide-known products.
Italian products have often been associated with quality in the making, high specialisation and differentiation, elegance, and strong links to experienced and famous Italian industrial districts often connected with the concept of luxury.
However, while looking for a complete definition of Made in Italy, and all the meanings it hides behind, we discovered not to be able to give a complete, full definition of it.
It seems that the problem is historical. Unlike what imagined, the “made in Italy” brand was not born to protect Italian products; on the contrary, it has an opposite intent. At the beginning of the Sixties, in fact, some European countries, including Germany, France and England, used the “made in Italy” brand to defend their products compared to foreign ones, and therefore indicate with a label all products the consumer should have avoided buying.
Over time, Italian producers have succeeded in turning this isolation into an opportunity. What started out as a handicap turned out to be a fortune thanks to which Italy came out with a very specific identity, becoming a symbol of craftsmanship, creativity and quality.
We know that sales of made-in-Italy products abroad have recovered to pre-crisis levels already in 2011, but if we see an important growth driver for our economy in exports, it is equally true that domestic demand is worrying. This is the reason why the made in Italy should find the way to become stronger.
Overall, however, currently the worldwide demand for Made in Italy products is growing by around 4% and in this context the role of e-Commerce is strategically placed: e-Commerce, in fact, is having a clear trend in Italy compared to to the general economy with positive signs especially for SMEs, which recorded an average turnover increase of over 60% with e-Commerce thanks to foreign customers.
At this point is worth a mention the Italian Caput Mundi Project, whose main aim is to give a wider visibility to all those Italian products and companies, that nobody would have ever though being Italian. All this in order to consolidate the primacy of all industrial fields Italy already owns the leadership of.
In fact, if everybody would have linked Made in Italy brand to shoes or pasta, not everyone would have linked it to the taps production, for instance.
By mentioning the Italian Caput Mundi Project we want to increase your awareness on the topic of Made in Italy production, as their research was lead by the University of Siena, with the Ministerial Patronage and based on the Fortis-Corradini index.
By mixing their results with the AIDA databased, owning information about more than 700.000 companies, the Italian Caput Mundi project selected more than 4.500 Italian companies with a turnover of 5 million euros, and belonging to 250 categories of items that own a global leadership.
We discovered that while the traditional “Made in Italy” is transforming its leadership, a number of other fields are growing such as metallurgical industry (+10,1%), mining industry (+8,8%) and rubber and plastic industry (+8,6%), defined Top Growing Sectors.