By Mattia Ruaro
Food, Fashion and Luxury are and have always been the main source of exports for Italian brands. The high quality of products such as Barilla, Lavazza, Armani or Benetton is renowned all over the world, and this has helped these large companies to keep going through the recession currently ravaging their home country.
In fact, in 2012 the total payment balance showed an €8.8 billion surplus, thanks to a 5% growth in exports and a reduced amount of imports, as reported by ISTAT, the Italian Institute of National Statistics. This is very significant especially if we take into account the amount of economic and political turmoil that Italy has gone through over the past 5 or 6 years.
The appreciation for the “made in Italy” label has always been there: countless of stereotypical ads, films or images such as the well-known white and red squared table cloth, or the Milan fashion week, have all been useful in promoting the country’s image abroad. The countries in which Italian brands are more present are (unsurprisingly) the US, China and Russia: thanks to their economic prowess, most customers will not be bothered by the high price of a Dolce & Gabbana bag or a Gucci perfume, as long as the quality is top-class.
They say that Italians are most resourceful in their direst hour…apparently they can prove this even when they’re far from home!
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