Made in Italy

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For the film, see Made in Italy (film).
Made in Italy brand

Made in Italy is a merchandise mark indicating that a product is all planned, manufactured and packed in Italy.[1] According to a market study by KPMG, Made in Italy is the third best known brand in the world after Coca Cola and Visa.[2]

History[edit]

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 (forniture) and Automotive (automobiles). Italian products have often been associated with quality, high specialization and differentiation, elegance, and strong links to experienced and famous Italian industrial districts. 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 Italian law.[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[edit]

In 2009, the Italian law (Law 135, September 25th, 2009 - Chamber of Deputies, Parliament of Italy) 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.[6]

Examples[edit]

Nutella is one of the best known brands owned by Ferrero.
Tod's shop in Hong Kong.
Illy espresso machine.
Artemide Alistro Lamp designed by Ernesto Gismondi.
Ferrari F12berlinetta; Ferrari is one of the most well-known brands in the world closely linked to Made in Italy.

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.[7]


Fashion
Food and beverage
Furniture and home appliances
Mechanical engineering

References[edit]

  1. ^ Law 135, September 25th, 2009 camera.it
  2. ^ ASEAN Awareness Forum. esteri.it
  3. ^ Made in Italy. treccani.it
  4. ^ Istituto per la Tutela dei Produttori Italiani. itipi.it
  5. ^ Made in Italy, Google mette le eccellenze italiane in Rete. wired.it
  6. ^ Made in Italy e lotta alla contraffazione leg16.camera.it
  7. ^ http://www.onlyitaly.it/stampa/fortis/fortis_15.pdf Il Made in Italy nel nuovo mondo, Protagonisti, Sfide, Azioni by Marco Fortis. Ministero delle Attività Produttive