THE PERCEPTION OF ITALIAN PRODUCTS

Until quite recently, recognition of Italian products in different areas was mainly restricted to the purely formal, to the concept of design. In many cases, sales outside the country were fueled by the low prices that Italian companies were able to ask, combined with the lira’s constant downward spiral. These were the years of the emigration of the workforce and industrial pioneering fueled by good intentions, ingenuity and some shrewdness, often accompanied by silly stereotypes and people dismissing Italian products out of hand.
But this all changed over the years, thanks to the perseverance of hardworking business people with a hunger for success.
Still today we maintain a stylistic preeminence at the world level, which makes what we produce unique in the different fields of fashion and the applied arts. However, we are now more aware of our abilities, partly because of our savvy in various manufacturing sectors and our now consolidated leadership in both the fashion and auto industries.
So, Italian products are not just food and fashion. They have become a byword for high quality in a whole range of sectors. For this reason, at a recent Aspen Italia conference, ex-politician Giulio Tremonti summed up the quality of products conceived and made in Italy with the expression “Best in Italy.” This new slogan can encompass new and different manufacturing sectors, including “living comfort,” which today has taken on the global challenge.