If it were a brand, it would be the world's third-biggest brand, according to the search engine Google. If enterprises gave it the appropriate emphasis in communications and marketing, it would represent a unique opportunity for growth, not to be wasted. At its annual meeting in Modena at 4 pm on Wednesday, July 1 2015 at Enzo Ferrari Museum, the Young Entrepreneurs Group of Assocalzaturifici , a Confindustria member association for footwear companies, continues its pursuit of new strategies underlining the excellence of Italian footwear by focusing on the value of “Made in Italy” and its potential as a successful communications and marketing tool for enterprise.
“As the Association's youth group, we feel responsible for the great heritage of quality and know-how that has been handed down to us, and we believe it is important to be aware of it and use it as a competitive edge," says Gilberto Ballin, President of the Assocalzaturifici Young Entrepreneurs Group. "We are meeting to discuss successful strategies for supporting the competitiveness of enterprises in the footwear industry, with a specific focus on the role of the social networks and the new information and communication technologies. For this reason, we also wanted to talk to other significant examples of the "Made in Italy" brand in other sectors to discuss concrete examples in which the ability to express and convey the greatness of the tradition, excellence and quality of well-made Italian goods represent the key to the brand's world-wide success”.
After a word from Assocalzaturifici President Annarita Pilotti and an introduction by Gilberto Ballin, President of the Assocalzaturifici Young Entrepreneurs Group, the group will pay tribute to Carlo Pompei, the late founder of the world's most important enterprise for the manufacture and rental of footwear for film, theatre and television. A video will be shown paying homage to one of the greatest examples of synergy between the Italian footwear tradition and the world of film and entertainment, an example of how two great areas of excellence came together to produce not only mass-produced footwear but precious unique styles made to measure for actors, actresses and opera singers appearing in great productions from Quo Vadis? and Gattopardo to the more recent Grand Budapest Hotel and Pirates of the Carribean.
After this, Dr. Giuliano Noci, Prorettore at Politecnico di Milano, will speak about the theme which is the focus of this year's meeting, "MADE IN ITALY: AN OPPORTUNITY FOR GROWTH THAT MUST NOT BE WASTED".
Dr. Noci will discuss the great potential of Italy's industrial system, which is capable of creating products and technologies of unrivalled excellence, as demonstrated by numerous international studies, but fails to play its trump card and make the most of the value it is internationally acknowledged to have.
The key reason for this, according to Dr. Noci, is the lack of appropriate, mature awareness of the role that marketing and brand storytelling play on today's competitive global market. While Italian manufacturers pay the utmost attention to the details and quality of workmanship in their products, they often fail to recognise and emphasise the distinguishing features that make Italian-made goods stand out from the competition. One example of a successful strategy might be telling a company's history with an emphasis on returning production to Europe and specifically Italy: a phenomenon which has been characterising Italian manufacturing industry in recent years and is definitely seen as positive by the market.
It is therefore essential to come up with virtuous strategies supporting the footwear industry, with a special focus on the role that information and communication technologies (internet, smartphone, tablet, ..) can play in supporting the competitiveness of enterprises.
In this context, the logic of dialogue and the system is of absolutely key importance, which is why the event includes a discussion with a number of significant Italian brands working in other sectors which have successfully invested in quality, excellence, marketing, communications and digital technologies and become successful leaders on world markets, even in such complex markets as the Far East.
Andrea Ghizzoni, CEO at WeChat Italia, will talk about the company's strategy in Italy and, from the point of view of the privileged international observatory that is WeChat, offer some suggestions as to how Italian companies can make the most of their potential in China. Enzo Ferrari Museum Director Antonio Ghini will explain how Ferrari has become an unrivalled icon standing for everything Made in Italy and how it has managed to build, represent and convey its legend.
The meeting, moderated by Nicola Porro, will conclude with a few words from Dr. Noci and President Ballin.
Press release
Assocalzaturifici
Modena, 1 July 2015