A snapshot of a vigorous sector which, from clothing to accessories, drives Italy’s economy.
Behind fashion shows, stylists and bloggers there is a vigorous industry and a supply chain that is not always talked about and valorised as it should be. This is the strength of ‘Made in Italy’ in all sectors, from clothing to footwear to leather goods, as analysed in the book “Lo Stato della Moda” [The State of Fashion] by Confindustria Moda.
A book of numbers, data, comparative/competitive analysis of the various sectors that make up the system, but also a starting point for a line of thought that goes beyond all this. In the introduction, the president of Herno and Confindustria Moda, Claudio Marenzi, talks of the book as “a tool to help us become aware of who we are and where we are going, thanks to companies that are able to combine the sensitivity of both emotions and the act of making, with the reality of being a business”.
The opinion of the journalist Paola Bottelli is that “the supply chain is a unique and unrepeatable asset of Italian fashion, a chain that embodies the reputation of the beautiful and the well-made” and that this is what attracts foreign brands to produce in Italy. It is not just a book about numbers and this is made apparent by the “vision” of the sociologist and essayist Francesco Morace who underlines how “the profound socio-cultural change of the last 20 years has signalled a new way of seeing the fashion phenomenon”.
The biggest challenge is how to customise to make products that are closer to customers’ needs, distinguishing between “high and low resolution”. That is to say, distinguishing between real quality and perceived quality, between the high quality of craftsmanship that requires knowledge, in-depth analysis, and know-how, and the low resolution of a world pervaded by digitalisation, apps and social networks, which make everything accessible and shareable to satisfy immediate desires that quickly become caprices.
The book also contains all the data about 2017’s production, export and import for all the various sectors of the fashion system, including footwear.