On the occasion on the National Day of Italy, I will share with you something very unique about this country's culture, and which has also been considered branded identity accross time. The generic brand "Made in Italy" refers to products that are entirely designed and produced in Italy, using Italian materials or ingredients. It is used in domains such as fashion, design, jewelry and luxury goods, artwork, automotive industry, cuisine, and so much more.
When my family (with my extremely-little self included), first moved to Italy, in the first part of the 1980s, they were a little under shock. Coming from what used to be communist Romania, where merchandise such as clothes, cars and furniture came in a few standard types and creativity and originality were not exactly a priority, we realized that there is something special about all that was "Made in Italy". I grew up listening to my parents praising Italian brands and products as being refined, original in style, long-lasting, made of good-quality fabrics, and so forth. "Real wool", "real leather", "real goose feather" - things that in Romania were rare at that time. Years later, and as I had the chance to see and test with my adult perception, I still agree. Whatever that is "Made in Italy" has a special personality.
But what do people who study or work in fields such as fashion, design or luxury goods have to tell us? I asked two very good friends of mine to share their opinion. What makes "Made in Italy" special, and why should we choose it (especially if we go to Italy)? And here is what they said...
... "Think about how many people in the world are able to build a gondola and make it float elegantly, while guiding millions of couples accross the canals of Venice. How many people can turn a vibrant piece of wood into a violin, which afterwards will perform in the world's most elegant concert halls? How many grandmothers can cook exquisite dishes like no one else, using special and rare ingredients? Heritage: all this is the result of centuries of artwork. 'Made in Italy' means artwork, taste, art, naturally born gestures that we, Italians, reproduce on a daily basis without even realizing. 'Made in Italy does not mean fashion: fashion passes, knowledge remains. 'Made in Italy' means luxury, not because prices are inaccessible, but exclusively because savvy, simple and careful hands give live to unique and un-repeatable. Luxury is kept in the hands of our people: Greek, Arabic, Christian, German, Austrian, French, Spanish... Italy is the heritage of all those civilizations who conquered, enriched and robbed it, and which throughout the centuries have given it splendour." (Carmela - Fashion and Luxury Marketing Specialist)
... " 'Made in Italy' has surely been a synonym of high quality for a long time, its fame has remained almost unaltered throughout the years, and it is an established reality in the whole world. There is a very precise motivation behind all this, and it can be found both in the humanistic cultural heritage of the Italian nation, and in the social and economic structure of small businesses and artisans in 'the Boot'. We must keep in mind that on one hand we find the inclination towards beauty, proven by numerous examples in painting, art and architecture. On the other hand, there is a 'know-how' culture, transmitted from generation to generation, mixed with the attention to detail. Today, even though the quantity of manufacturers and artisans of the Italian economic landscape is slowly diminishing, making room for more advanced and Hi-Tech production techniques, the creative capacity and the technical skill remain unaffected, making the Italian product something of exceptional quality." (Salvatore - Industrial Designer)
Now, something that has been going on during the past years, and which, quite frankly, breaks my heart, is seeing Italian-made products being "defeated" in the competition on the market by international store chains and Chinese shops. Which is a pity! You may not be able to afford clothes from Armani or Valentino, or to drive a Ferrari, but there are so many more options: Italian shop chains and family-owned shops. Even street markets can offer the quality we are looking for. And the quality is visible, in the design and choice of materials. It may not cost 3, 5 or even 10 euro (although sometimes they even do), but the quality is worth even a medium to medium-high price. Look for the "Made in Italy" label, and you will know that you're buying something of very high quality. If you live in Italy or traveling there, absolutely keep that in mind. It is about the country's economy and the work of its craftsmen, but, more than that, it is about preserving a tradition which is about quality and originality. Italians MAKE it better! ;)
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