If “Made in Italy” were a brand …

Made in Italy has always been recognized as a synonym for excellence and craftsmanship. The Italian companies characterized by this “can-do” are so many and the quality of their products is appreciated internationally. An analysis of user searches, conducted with Google Trends, showed that interest in the traditional sectors of Made in Italy is growing steadily so that, according to Nation Brands 2016, its trading value increased by 21 % in 2016.

According to a research conducted by KPMG Advisory, Made in Italy, understood not only as a production located in our country, but as a perception of the product as a whole, is an asset that has great potential:

  • Made in Italy is the third best-known brand in the world after Coca-Cola and Visa;
  • According to Google data, between 2010 and 2016, online searches with Made in Italy have grown by 153%.

Made in Italy is a brand made of products, lifestyle, culture and places and is recognized and sought after abroad.

Not only that, the Italian production model is capable of responding to high quality demands and strong personalization, it can support limited productions and it could be defined as industrial handicrafts. This makes it ideal to be successful on the Internet because thanks to the network you can reach customers around the world and what turns out to be a great potential for export: niche products are no longer compelled in niche markets.

We suggest you also read a very detailed research conducted by Alberto Stracuzzi and Laura Caldarella for, entitled “Made in Italy at the time of social media.

According with this research, Made in Italy emerges in over 4 million social conversations, 3 million just on Instagram and generates over 97 million interactions in just one year

The Made in Italy market in numbers

In 2016, Italian exports of consumer goods via eCommerce reached a value of 7.5 billion euros, up 24% over 2015, with an impact of 6% (in 2015 was 4%) on total exports Italian consumer goods.

More than 60% of these 7.5 billion is due to the Fashion industry.

The main outlet markets are still Europe (primarily Germany) and the United States, but it is strengthened in some Eastern European countries, including Russia and Poland, while exports to South America, South-East Asian and China.