Italy on Madison ~ The Building of a Brand…

The launching of the brand Made In Italy in the United States focuses on the niches quality products and includes, all areas of industry.

Opening remarks: Antonio Laspina - Trade Commissioner & Executive Director for the United States

Speakers:

Stefano Pagani: Head of Research and Market Intelligence, ConfIndustria Nautica

Luciana Morseco, Luciana Moresco LTD

(Luciana’s video volume was too low so I could not record it …. sorry)

Paolo Travisan, Vice President of Design, Pininfarina of America

Dino Borri, VP Eately

A quick summary of what was discussed…. (photos follow after summary)

The Made in Italy Brand - offers quality products where the brand competes on quality not on price. That includes for nautica. Newport RI was the first importers of their company where they built recreational boats, they had growth in double digits and after the pandemic 30% growth. They invited those who abandoned their boats to come back….

The made in Italy brand is on ConfIndustria Nautica boats. The high craftsmanship on the boats and the technology on it speaks volumes. … During the 2008 financial crisis - they had historical turn over and then decrease of turnover to 60-65% and a lot of companies disappeared. They made a difficult decision to invest in their manpower … this was the key factor … made in Italy brand is not just about the quality but the size, furniture, textiles, and decor, navigation and with the Made in Italy brand on the inside. The yacht products are quintessential of the Italian manufacturing system - with a combination of quality and reliability.

The factors of the success include a historical perspective … the prime minister opened up the trade in the market with very skilled labor and a desire of success. They were happy and prosperous is because of that agreement made in 1947… and they were people with vision … and they traded and brought their goods and the flag of Italy with them … the point was to build an empire trade between us and Italy and included quality tech and innovation. A Third factor was the generation like his that opened the market for medium and small companies; Morseco noted is was not business’ of immigrants, but of businessmen, that came over on planes, not boats. The agreement helped smaller companies to go into “brand office” and helped with the expansion of fashion in the United States….

The recipe of the made in Italy brand …. is that is was / is small and family companies - and includes their food, passion, and energy etc .. and that is visible… and a special element that turns it into special … the magic that turns it into something special that delivers emotions is part of the Italian way … Italians do that very well. …. Italy is just small pieces of land compared to the rest of the world … but has one of the largest bio diversity of food … and pdo from cheese etc .. the wine and food … this is what we need more of in the world. Starting from Eately as a brand and also the large coast in Europe. There are smart producers of food and family generations creating...M like the wine .. unique … what we didn’t do in the past (like a chain) … little by little in every city … now we communicate what we are and the diversity that Italy offers … we take history, uniqueness, and the made in Italy brand … conducting through the network specific communications with seminars conducted by specialist throughout the world not just USA. Now Made in Italy is a large platform for the consumers.

Question 2:

Have you gotten benefits from this in negotiation in your life and how made in Italy has helped you …

….speaker 1: the flag says a lot. In the sector. Italian boats … for quality and we give passion with our products and you need passion to decide which is the best for you. Worked for many new markets - like parts of Asia etc … the countries in boating wanted to be held by Italian companies and association because they knew we could give them the best advice in boating. Even to govts that some tried to create a basis or strategy in these new area countries - it is great to be considered the reference for the score gives you passion for what you do. The flag of Italy supporting you in negotiations. Most renowned brands in the sector … when you understand that - that is the reference.

Speaker 2: it is in the made in Italy that helped - all sectors coming into harmony together helped him. He was not an isolated factor with fashion and it propelled him upward. All the products. Preserve this advantage and keep all centers producing and extreme quality all the time. ITA defend and protect us from all the imitations vs the genuine Italian products. American brand to Italian brand .. .where he has clothed 3 presidents … a guarantee that it fits well and conformed to the president’s body … (President Bush and others) and other presentations to his son and the others friend of the father - it was and is an Italian way of dressing - how you wear a suit on your body … deconstructed jacket … making men free from the armor surrounding the body.. the way we have seen things and change the paradigms of the past and make people dream - wearing Italian food or clothes or shoes.. the president wearing a famous brand is just one example… …

Speaker #3 - Made in Italy takes but also gives back and we are to continue building it - important ingredient of the passion - it is recognizable and opened the doors for great conversation - and through the networking we start working together in different roles … the mix here in the USA is incredible and powerful … and always with the flag …

Speaker #4: Italy and the products is always important because of the beauty .. and what we are .. the storytelling .., the Nona place .. important to bring to see the new modernity to our Italian country. Not elegant to design … in our Italian brand … now with every part of it - it is a beautiful label of a design not just from the outside … but the inside … when you go out it is different everywhere you go. But what is the same is the quality … but also beauty in the way we produce and show what we do. - there is an Italian way of doing business and showing the Italian way … important role the exhibitions in Italy have played and parallel lines the the exhibition center. …

3rd question

Made in Italy is like a plant .. and now it has fruits - what is your recommendation and what should be done in order to take home sustainability and other things … give the made in Italy enough power … characterized by deglobalization etc.

speaker 1: 2 levels floating exhibition of the made in Italy. Inside there are also many made in Italy brands. Every Italian yacht should have Italian design inside - that is what the international clients want … creating products just from the yachts … co branding … need an Italian brand - visiting the show and go back home with something Italian with them … promotion through the shows etc .. buying a boat comes from passion - sea trials etc … all the boats can be tried and you can go on the water … govt and policies … we need promotion and have the best yachts … we always need more promotion - actions like one with ITA that helps us hold these national meetings - knowing the manufacturers not in Italy to network etc … of all the made in Italy brands

Speaker 2: keep sustaining the Made in Italy Brand - keep giving value - Americans are very smart and they want value … consistency … the market requires consistency. Don’t lose the human touch - always be in touch with your customers. Visit your customers. Acquire and go back to Italy and discuss - those 3 elements are important to keep growing - Made in Italy provides the wings …

Speaker 3: together we are stronger … never stop .. keep going .. another element - innovation - you need to keep planting the seeds and new materials as well and the human in the center. Mindstorms and we do that - looking to the future with innovation and being brave …

Speaker 4; not to see between the Italian competitors vs. collaborators. Italian brands …. Everyone is kind of competitive but when we collaborate there is more result … people bring people and quality brings quality and the quality is going high. Italian producers- persevere … tell the customer what we do - tell them what we do .. and it is joy- is it a secret for us? It cannot be a secret.. we need to share what we do

Questions ….

Are women in these roles? … the answer is yes, but they would like to see more women in the roles as well… but yes, there are female entrepreneurs participating the Made in Italy brand and have an active role in being here…

What contributes to the brand? … men’s fashion .. Italian reps have more fun and enjoying it and being there and showing it vs. American. Talk about things other than the product .. it creates relationship … track their orders and buyers … how wonderful enjoying life energy and passion for life and we hope you keep that forever….

What the role of govt is in this … Govts and companies are what make this happen …peculiarity in it - a country where we have companies managed by members of the family .. small by necessity or remain small by choice to be flexible .. if they are small .. the role of the govt .. Italian economic system basic rules to love into a country and make some form of allowance for the countries - 70 offices around the world. Since 1926 - the govt founded the institution - in few countries - there were top brands but companies without export manager and have someone to sow care of the Italian populous .. the structure of the agency is unique and they have been a model for other countries. Italian model - associations of the companies … budget for promotional activities around $100M all others around the world - which is nothing - in a big company that is nothing …but because this has many partners it generates a lot .. the Italian govt negotiates a fee for the space and then we transfer the funds etc .. and they get pure service and they know it has been designed etc so they just show up and do what they do .. 4,000 Italian companies - they stay in contact and there is a video call. Not just email … director of marketing role - assistance to the Italian companies … 100s of courses for Italian companies and this is how the Italian companies help them. The time has come to develop this strategy. There is Platform for this … lessons .. and do it with the associations and the partnership etc .. other nations don’t do these kind of things … it is not aligned with their strategies - those who were famous were part of this … the brands … altogether - they move together into a country because there is no strategy … made in Italy brand is a platform - they don’t provide money other agencies do. Special funds with a very low interest rate - the first success is the local consumers and a model for other consumers. You have people who want to dress up like Italians - and are asking what is quality and Made in Italy … a world that is possible to develop a taste for good products and Italian way of lifestyle. People - once they get to know it - they are moved to know what is going on in our sectors .. education etc … openness of mind … new experiences Made in Italy is there .. terminology of quality … new strategy in the USA to conquer the hearts and minds of these new consumers … sectors and areas in the Made in Italy - Brand.

Also there is assistance we help you to.. identify what type of product you want to put in the market .. give you the time to get in touch with importers .. many opportunities in Europe too … and USA … Germany and France … just buyers and sellers … team for food and wine … strategy (so they help little businesses too) … build relationships - we look at if investors are looking to invest in the market like fintech etc … world of finance and the Italian govt investing in Italian companies ..merging etc - we provide assistance and scheme of the last 40 years… much more integration between USA and Italy. .. start we started promoting a new brand identity in the USA … we tell them the Strategy and training and spect of the us market … preparing for more of a platform - give a digital window for them … thousands of meetings and interact with Italian companies. and there are a wide range of opportunities to consider. You become part of the business community of Italian companies. Italy Exported 70 billion worth of goods - is 12th to 11th in economic terms - adopted to the euro. 3rd or 4th largest surplus in the EU. AND THE USA is one of the biggest markets.

The biggest thing since coming out of the pandemic? Resilience. Coming out of the pandemic. Excellence in the design and change the world through our products.

Photography by Mega