In Italy, brand companies have recovered their pre-crisis turnover levels and are now enjoying better-than-average margins. This is what the Prometeia study center claims in a report entitled "Brand in Italy", dedicated to the importance of brands in five strategic sectors for Made in Italy: agri-food, fashion, home, auto, sport and leisure.
According to the analysis, in our country the turnover generated by the more than 20 branded companies is worth more than 165 billion euros, 60% of the turnover of the respective sectors.
Among the most attractive markets, Prometeia believes that those with the best growth prospects for our exports between 2020 and 2023 are India (+ 86%), United Arab Emirates (+ 39%) and South Africa (+29%). Consistent improvements (but within five years) are also expected in Brazil (+ 28%), Australia (+ 25%), South Corea (+ 25%) and Mexico (+ 22%).
The study center then deals with the relationship between exports of Made in Italy brands and e-commerce. In particular, over the next five years, the largest number of online sales and searches will be recorded in Europe, the United States and China.
In India, Brazil, Turkey, Mexico e AustraliaInstead, consumers buy Italian products much less than they look for them online. But in these markets, according to Prometeia, interest in the web anticipates the overcoming of the income constraints that have hitherto ballasted demand. This is therefore a positive signal for our exports in the medium term.
But there are also countries where the import of Italian goods still exceeds online searches: It is the case of Japan e South Korea, where language barriers and loading times of Italian company sites discourage consumers from continuing to explore via the web. Over time, these difficulties could cause serious problems for Made in Italy exports.
