A study conducted by Altagamma Foundation with Bain&Company indicates that the high-end design sector not only is it growing again, but it is also back to pre-crisis levels.
In fact, the design market reached a turnover of 90 billion euros in 2014. If unbranded production is added together, the figure reaches 360 billion euros. L'Italy excels in the segment core design, a sector that has returned to a step away from 2009 levels. The high-end market has a total value of 29 billion euros and Italian brands they hold one share of around 30% (8,3 billion). Furthermore, Italy is on the top step of the podium when looking at the sector data pure design, the very top of the range, which is worth 18 billion and represents 60% of core design. In this sector, the Italians are the first producers and exporters, with a 39% market share. The Italian shares in lighting (35%) and living&bedroom (34%) are very significant.
But with an Italian economy still lame and a somewhat sluggish domestic market, these are the exports driving the Italian core design market, with 67% of products traveling abroad. Exports to the USA (+6%), Europe (+1%) and emerging countries (+7%) are growing. Numerically, there are 190 Italian operators in the sector out of a total of 360, with an average turnover of €45 million at retail prices (compared to €120 million for the other 170 non-Italian operators).
“Italian design is called to make a qualitative leap in three areas: brand policy, distribution strategy and dimensional growth”, he says Claudio Luti, president of Kartell and vice president of the Altagamma Foundation. “A serious brand policy, which combines good communication with a high level of innovation, – explains Luti – is essential for becoming global companies. The distribution strategy requires great attention and must be declined on the basis of the specific characteristics of each company, but control of the territory and consumer involvement will be crucial for all. Increasing the size of the company means increasing market power. Through these three paths – he concludes – our companies will be able to be more profitable, better control world markets and above all remain independent”.
