Made in Italy brand

Made in Italy is a merchandise mark indicating that a product is all planned, manufactured and packed in Italy,[1] especially concerning the design, fashion, food, manufacturing, craftsmanship, and engineering industries.

History

A grill pan, with the label "Made in Italy", designed by Marcel Wanders for Alessi and Esselunga

Made in Italy brand has been used since 1980 to indicate the international uniqueness of Italy in four traditional industries: fashion, food, furniture and mechanical engineering (automobiles, industrial design, machineries and shipbuilding), in Italian also known as "Four A", Abbigliamento (clothes), Agroalimentare (food), Arredamento (furniture) and Automobili (automobiles). Italian products have often been associated with quality, high specialization and differentiation, elegance, and strong links to experienced and famous Italian industrial districts often connected with the concept of luxury.[2] Since 1999, Made in Italy has begun to be protected by associations such as Istituto per la Tutela dei Produttori Italiani (Institute for the Protection of the Italian Manufacturers) and regulated by the Gucci company to the Italian government.[3][4]

In recent times the merchandise mark Made in Italy has become decisive for Italian exports and so common worldwide to be often considered as a separate product category. In January 2014, Google Cultural Institute, in collaboration with the Italian government and the Italian Chamber of Commerce, launched an online project aimed to promote Made in Italy by using virtual showrooms about several famous Italian products.[5]

Regulation

In 2009, the Italian law 135[6] stated that only products totally made in Italy (planning, manufacturing and packaging) are allowed to use the labels Made in Italy, 100% Made in Italy, 100% Italia, tutto italiano in every language, with or without the flag of Italy. Each abuse is punished by the Italian law.[7]

Compared with "Made in Germany" ('all essential manufacturing steps') and "Made in the USA" ('all or virtually all'), Italian regulation is more restrictive ('totally') in determining what qualifies for the use of the "Made in Italy" label.[8]

Brands

Illy espresso machine
Artemide Alistro Lamp designed by Ernesto Gismondi
Ferrari F12 Berlinetta
Ceramica di Caltagirone
Amaro Averna

Economists and business analysts have identified five companies in particular whose names are closely associated with Made in Italy:

  • Barilla - food company;
  • Benetton - global fashion brand;
  • Ferrero - manufacturer of chocolate and other confectionery products;
  • Indesit - home appliances;
  • Luxottica - the world's largest eyewear company.[9]

Fashion and accessories

Foods and beverages

Furnitures and home appliances

Engineering

See also

References

  1. ↑ Law 135, September 25, 2009 Archived 2013-10-23 at the Wayback Machine camera.it
  2. ↑ Orizzonte Italia Archived 2016-08-15 at the Wayback Machine. orizzonteitalia.com
  3. ↑ Made in Italy Archived 2014-03-24 at the Wayback Machine. treccani.it
  4. ↑ Istituto per la Tutela dei Produttori Italiani Archived 2014-03-24 at the Wayback Machine. itipi.it
  5. ↑ Made in Italy, Google mette le eccellenze italiane in Rete Archived 2014-03-24 at the Wayback Machine. wired.it
  6. ↑ "Dl 135/2009". Archived from the original on 2013-10-23. Retrieved 2014-03-16.
  7. ↑ Made in Italy e lotta alla contraffazione Archived 2014-03-24 at the Wayback Machine leg16.camera.it
  8. ↑ Aichner, T. 2014. Country-of-origin marketing: A list of typical strategies with examples. Journal of Brand Management, 21(1): 81-93.
  9. ↑ "Archived copy" (PDF). Archived from the original (PDF) on 2014-03-24. Retrieved 2016-04-03.{{cite web}}: CS1 maint: archived copy as title (link) Il Made in Italy nel nuovo mondo, Protagonisti, Sfide, Azioni by Marco Fortis. Ministero delle Attività Produttive
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