Focusing on design, not price: promoting Italian products on global markets
In order to drive home the importance to the Italian economy of design as a core component of the international success of the “Made in Italy” brand, the participants at this roundtable likened the sector to oil, in the sense of being a form of “energy” fueled by the history, culture, and flair for style and beauty that have helped forge Italy’s image abroad over the centuries. This image can rest assured of its considerable appeal, stemming in part from the international appreciation of a lifestyle that continues to draw accolades globally.