Made in Italy
Made
in Italy is a trademark that indicates that a product is designed,
manufactured, and packed in Italy, particularly in the design, fashion, food,
manufacturing, craft, and engineering industries. The Made in Italy brand has
been used since the 1980s to indicate Italy's international uniqueness in four
traditional industries: fashion, food, furniture, and mechanical engineering,
also known as the "Four A" in Italian, Abbigliamento (clothing),
Agroalimentare (food), Arredamento (Furniture) and Automobili (Automobile).
Italian products are often associated with the concept of luxury, with quality,
high specialization and distinction, elegance, and strong connections to
experience and famous Italian industrial districts. Since 1999, Made in Italy
has been protected by associations such as the Istituto per la Tutela dei
Produttori Italiani (Institute for the Protection of Italian Manufacturers) and
the Gucci Company controlled by the Italian government.
Made in Italy Brand
Economists
and business analysts have specifically identified five companies whose names
are closely associated with Made in Italy. Such as-
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.
Barilla
Barilla
is an Italian multinational food company that is listed as made in Italy. It is
the world's largest producer of pasta. The company was founded in 1877 by
Pietro Barilla Sr. as a bakery shop in Parma, Italy. The Barilla family has
been at the helm of the company for 145 years Barilla Group controls Barilla
(multinational pasta maker), Mulino Bianco, Gran Cereale, Pan di Stelle,
Pavesi, Voiello, First and Academia Barilla (Italy), Harris (France), Wasabröd
(Sweden), Catelli (Canada), MISKO ( (Greece) ), Pasta Evangelist (UK), Filiz
Makarna (Turkey), Yemina and Vesta (Mexico) are trademarks. The company
expanded in 1908 and in 1910 Barilla inaugurated a new pasta factory equipped
with a "continuous baking" oven. The group produces many types of
pasta and is the world's leading pasta maker with 24.5% of the Italian market.
It produces pasta in over 160 shapes and sizes. Barilla brand pasta is sold in
numerous restaurants worldwide, including the Pastamania chain. It has 30 production
sites, 15 in Italy and 15 in the rest of the world. It is also the leading
seller of bakery products in Italy. With the acquisition of the Swedish company
Wasser, it is the world's leading producer of flatbread (a Scandinavian
staple), selling 60,000 tons annually. In 2021, the company had a turnover of
3.936 billion euros with a net profit of 229 million euros. In 2020, the
turnover was €3.890 billion (with an increase of 7% compared to the previous
year), while the net profit reached €351 million (+55% in 2019).
Benetton
Another
member of made in Italy is Benetton. It is a global fashion brand based in
Ponzano Veneto, Italy, founded in 1965. In 1965, it opened its first store in
Belluno and three years later in Paris. The company's core businesses include
apparel brands United Colors of Benetton and Sisley. It has a network of around
5,000 stores worldwide. It is a wholly owned subsidiary of Edizione, the
Benetton family's holding company. It is known for its sports sponsorship and
for its "United Colors" advertising campaign. It was an iconic brand
in the 1980s and 1990s but has since struggled to regain this position. In
2000, it was ranked 75th in Interbrand's ranking of the best global brands.
However, by 2002, it was dropped from the list. In 2017, the group posted a
loss of €180 million. Due to heavy losses, Luciano Benetton, who was then 83
years old, returned from retirement as the brand's executive chairman.
Ferrero
Ferrero
Company is also listed as made in Italy. It is an Italian multinational company
headquartered in Alba, Italy. Manufacturer of branded chocolate and
confectionery products, and the second-largest chocolate producer and
Confectionery Company in the world. It was founded in Alba, Piedmont, Italy in
1946 by Pietro Ferrero, a confectioner and small-time pastry maker who laid the
foundation for Nutella and added hazelnuts to save chocolate money, the idea
derived from gianduia, a sweet chocolate containing about 30% Hazelnut paste. Ferrero
International is headquartered in Luxembourg. It is a private company owned by
the Ferrero family and has been described as "one of the most secretive
companies in the world". It was ranked as the most reputable company in
the world in a 2009 survey by the Reputation Institute. The company saw a
period of tremendous growth and success under Pietro's son, Michele Ferrero,
who handed over day-to-day operations to his sons, Pietro Jr. and Giovanni
Ferrero. In 2020, revenue increased €11.37 billion, operating income €1,034 million, and the number of
employees by 36,372.
Indesit
Indesit
was an Italian company from Fabriano, Ancona. It is the fourth company that is
listed as made in Italy. It was a leading European manufacturer and distributor
of major domestic appliances such as washing machines, dryers, dishwashers,
fridges, freezers, cookers, hoods, ovens, and hobs. It claims to be the
undisputed leader in key markets such as Italy, the UK, and Russia Founded in 1975
and listed on the Milan stock exchange since 1987, the group had sales of 2.7
billion euros in 2013. In 1988, Merloni had a turnover of $1.059 billion under
the Ariston and Indesit brands, the fourth largest European manufacturer of
home appliances. The following year, it acquired and absorbed the French
company Scholtès. In 2001, Indesit was bought by the British company Hotpoint
for £121m. In May 2013 Marco Milani was appointed Chairman of the Group while
retaining the role of CEO. In 2014, Whirlpool Corporation agreed to pay 758
million euros to buy a 60% stake in Indesit and its owner Hotpoint, which was
the market leader in Italy, the UK, and Russia, to expand the Merloni family
beyond its US home market in Italy, Poland, There are eight industrial sites in
the UK, Russia, and Turkey and 16,000 employees.
Luxottica
Luxottica
is an Italian eyewear conglomerate and the world's largest company in the
eyewear industry based in Milan, Italy. It
is a vertically integrated company, described as a monopoly. It designs,
manufactures, distributes, and retails its eyewear brands through companies
such as LensCrafters, Sunglass Hut, and Apex by Sunglass Hut, Pearle Vision,
Target Optical, and Glasses.com. It also owns EyeMed, one of the largest vision
health insurance providers. Its well-known brands are Costa, Ray-Ban, Parsol,
Oliver Peoples, and Oakley. Luxottica's market power allowed it to charge a
1000% price markup. It manufactures sunglasses and prescription frames for
designer brands such as Chanel, Prada, Giorgio Armani, Burberry, Versace, Dolce
& Gabbana, Michael Kors, Coach, Miu Miu, and Tory Burch. In January 2017,
Luxottica announced a merger with Essilor. The combined entity will control
more than one-quarter of the global value sales of eyewear. In March 2018, the
European Commission unconditionally approved the merger of Essilor and
Luxottica. On 1 October 2018, the new holding company EssilorLuxottica was
born, resulting in a combined market capitalization of approximately $70
billion.
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