From “Made in Italy” to “Italy’s best”

The conference stemmed from an analysis of how the Made in Italy label is perceived in major countries. The debate highlighted that, although businesses operating in the so-called three “F” sectors of the Italian economy (namely, food, fashion and furniture) are sought after, outside Italy there is recognition of the existence of other areas of excellence which deserve to be rewarded. Indeed, thanks to strong brand investment, a focus on strategic and budgetary targets and attention to the traditional strengths of Italian production, namely creativity, design and aesthetics, many companies have carved out a significant and recognized niche in the global market. The conference provided a useful opportunity to reflect on the measures that need to be taken in order to boost the Made in Italy label, highlighting the importance of local-area identity and the role of finance in the growth of Italian businesses.