Unioncamere: quality, value and design are the most appreciated attributes of Made in Italy abroad

The research "What value of the Made in Italy brand in the world", carried out by Unioncamere in collaboration with Assocamerestero and the network of Italian Chambers of Commerce abroad, was launched today in the presence of Minister Urso. One third of the value of exports is estimated to be linked to the iconicity of "Made in Italy".


Economy - published on 23 April 2024


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Source: Unioncamere press office

Rome, 17 April 2024High quality materials, iconicity and design: these are the characteristics that foreign consumers appreciate most of the ‘Made in Italy’ brand.

This is what emerges from the survey “What is the value of the Made in Italy brand in the world”, carried out by Unioncamere in collaboration with Assocamerestero and the network of Italian Chambers of Commerce abroad, presented today during the conference “Italy: a value in the world“, which saw the discussion of personalities from the political, institutional and economic world on the characteristics that make our country unique abroad.

The companies operating in the leading sectors of Made in Italy alone (clothing, automotive, food, and furniture), it was pointed out, employ 2.1 million workers, generate 454 billion euros in turnover, 105.5 billion in added value, and 193.4 billion in exports out of the total of 420 billion in all the sectors linked to Made in Italy. Of the latter, more than a third is estimated to be linked to the iconicity of the ‘Made in Italy’ brand, i.e. to that set of characteristics – from quality to design to the preciousness of materials – that consumers associate with an Italian product.

The survey involved 3,000 respondents, including Italian companies registered in the CCIE network and their representatives, Italian exporting companies, distributors and suppliers of Italian products. Five focus groups were organised with the Italian Chambers of Commerce Abroad in Johannesburg, London, New York, Sao Paulo and Tokyo.

Made in Italy is a transversal brand that unites all our companies: it is Italy’s business card abroad,” commented Andrea Prete, President of Unioncamere. “It encapsulates an entrepreneurial culture that symbolises excellence in the most diverse fields, from furniture to design, from fashion to agri-food. Telling the story of Made in Italy, today, means telling the story of the people who feed our entrepreneurial fabric day after day, the story of two million workers, and it is also for this reason that it must be increasingly protected, promoted and enhanced“.

The Italian Chambers abroad represent a value for Italy: thanks to the role they play in the business communities of the countries where they live and operate,” says Mario Pozza, President of Assocamerestero, “they are increasingly a ‘network of networks,’ not only business but also institutional. The heart of our activity remains the support for exports of the key supply chains of made in Italy – from food to mechanics – and the promotion of territories, in terms of both typical products and tourist attractiveness. But we are doing this in a different way than in the past: by integrating services and funding sources, digitalising disbursement methods, and directing companies to incorporate environmental and social sustainability among their competitiveness levers“.

WATCH THE VIDEO-MESSAGE OF PRESIDENT SERGIO MATTARELLA (in italian)

WATCH THE RECORDING OF THE EVENT (in italian)

 

Translated by Cecilia Flaccavento
Intern at the Chamber of Commerce of Treviso – Belluno|Dolomites

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