I foreign consumers they especially appreciate the superior quality of the materials, the iconicity and the high-quality design of the brand”Made in Italy:“. This is what emerges fromsurvey “What value of the Made in Italy brand in the world”, conducted by Unioncamere together with Assocamerestero and the Italian Chambers of Commerce abroad, which was presented during the conference “Italy: a value in the world”. During the event, political, institutional and economic figures discussed the peculiarities that distinguish Italy abroad.
Made in Italy: more than 450 billion in turnover
Companies operating in key Made in Italy sectors, such as clothing, automotive, food and furniture, they employ 2,1 million workers and generate a turnover of 454 billion euros, with an added value of 105,5 billion euros. Of these, 193,4 billion euros come from exports, out of a total of 420 billion euros for all sectors linked to Made in Italy. It is estimated that over a third of these findings are attributable to itaper of the “Made in Italy” brand, characterized by the quality, design and quality of the materials, which consumers associate with Italian products.
The survey involved 3.000 participants, including Italian companies affiliated with the Italian Chambers of Commerce Abroad and their representatives, Italian exporting companies, distributors and suppliers of Italian products. Furthermore, five focus groups were organized with the Italian Chambers of Commerce Abroad in Johannesburg, London, New York, Sao Paulo and Tokyo.
Prete, Unioncamere: “Made in Italy transversal brand”
“Made in Italy is a transversal brand that unites all our companies: it is Italy's business card abroad,” he commented Andrew Priest, President of Unioncamere. “It embodies an entrepreneurial culture that symbolizes excellence in the most varied fields, from furniture to design, from fashion to agri-food. Telling Made in Italy today means telling the story of the people who fuel our entrepreneurial fabric day after day, the story of two million workers, and this is also why it must be increasingly protected, promoted and valorised".
“The Italian Chambers abroad represent a value for Italy: thanks to the role they occupy in the business communities of the countries in which they live and operate – he stated Mario Pozza, President of Assocamerestero – are increasingly "networks of networks", not only business but also institutional. The heart of our activity remains the support for exports of the key Made in Italy supply chains - from food to mechanics - and the promotion of the territories, in terms of both typical productions and tourist attractiveness. But we are doing it differently from the past: integrating services and sources of financing, digitizing delivery methods, guiding companies to incorporate environmental and social sustainability among their competitiveness levers".
