The future of the Made in Italy and the potential of artisan businesses as told by Gabriella Degano, head of the Internationalisation and Promotion Sector of Confartigianato

From a consumer perspective: did you notice any new habits in purchasing?

There is increased consumer awareness for quality products. There is much more information than in the past, too. Social networks allow many businesses, even small and very small, to reach a considerable number of potential buyers.

We believe that craftsmanship represents value. A value that starts with the people and reaches the final product. This is why we, at Confartigianato, like to talk about ARTISAN VALUE, a concept that encompasses and exalts the core skills of millions of Italian entrepreneurs and goes straight to the heart of the consumer. Skills made up of personal stories, struggles, research, valorisation of raw materials and attention to the quality of the final product.

Today, unfortunately, households are experiencing a period of great difficulty that is affecting their purchasing power. We believe, however, that consumers are attentive consumers, aware that the purchase of quality products leads to satisfaction in the purchase and a perception of "investment" and not that of a mere expenditure.

From a business perspective: how did companies go about this difficult year? Have they paid more attention to these issues? Is there a real "new" interest "towards Made in Italy products and new companies that have converted or approached manufacturing of new products to diversify?

Artisan companies are the Made in Italy. These are the companies that invest in quality every day. A concept of quality that is all encompassing and that means first of all local areas with the values therein expressed, traditional production and processing, and uniqueness of raw materials. A concept that also means "person-centric" who is looking for new ideas and solutions every day to be close to the needs of its customers.

A concept that means "customisation", a fundamental connotation of artisan work and a sure way to stand out from mass and serial production.

Another element on which artisan companies are focusing their attention and investing is sustainability, also with reference to the "End of waste" policies and the opportunities that could arise from the dynamics of the circular economy on reuse.

On this last aspect we believe that there is a related and intense interest from the consumers' side.

What is the value of craftsmanship today?   What does Made in Italy stand for?

Although Made in Italy remains a mirage from a regulatory point of view, it is still a fundamental asset for commercial and promotional policies. It is a lighthouse that guides artisan entrepreneurs on a daily basis and represents, above all, the beauty and well-made in Italy. Made in Italy must be all this and must be further strengthened by ensuring that the entire production chain takes place in our country.

We read these days about President Biden's desire to create a "Made in USA" brand. If it happens it will be a great danger and a great challenge at the same time. This is why we believe that the European file on Made in Italy should be reopened as soon as possible.

Foreign markets: what trends are Made in Italy product experiencing in the markets where it is most important? Do you see new opportunities, new interest? 

Despite the health crisis that has affected all manufacturing sectors, the reaction of companies has been positive, just like their ability to compete on international markets, especially advanced ones, which continue to represent the main markets for our exports - as shown by the latest ISTAT report on exports.

Despite the current difficulties, the ability to compete on international markets is still characterised by a growing quality of the made in Italy offer, which is certainly based on the contribution of micro and small enterprises with a high artisan content. This phenomenon ranges from best design and highest quality of raw materials to the introduction of new uses and innovative processes.

We believe that sustainability is increasingly becoming an integral and crucial part of export. Taking a clear stance on the environmental and social impact of one's business means extending this attention to all partners in the production chain, creating a virtuous system that does not limit itself to acting for the immediate future, but for the future in the long term.

Another element on which artisan companies are focusing their attention is the digital world since it is strategic for exports.

Companies that are able to accelerate the transition to digital and sustainability will certainly be able to emerge stronger from the Covid-19 crisis and be more competitive in international markets.