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Made in Italy

For other uses, see Made in Italy (disambiguation).

Made in Italy is a merchandise mark indicating that a product is all planned, manufactured and packed in Italy,[1] especially concerning the design, fashion, food, manufacturing, craftsmanship, and engineering industries.

Made in Italy brand

According to a market study by Statista in Made-In-Country-Index (MICI) 2017, and published by Forbes on 27/03/2017, Made in Italy today ranks 7th in terms of reputation among consumers worldwide. KPMG, surveyed in 2012 Made in Italy as the third brand in the world in terms of notoriety after Coca-Cola and Visa.[2]

History

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A grill pan, with the label "Made in Italy", designed by Marcel Wanders for Alessi and Esselunga

The made in Italy brand has been used since 1980 to indicate the international uniqueness of Italy in four traditional industries: fashion, food, furniture and mechanical engineering (automobiles, industrial design, machineries and shipbuilding). In Italian they are also known as "Four A", Abbigliamento (clothes), Agroalimentare (food), Arredamento (furniture) and Automobili (automobiles). Italian products have often been associated with quality, high specialization and differentiation, and elegance. Strong links to experienced and famous Italian industrial districts are often connected with the concept of luxury.[3] Since 1999, Made in Italy has begun to be protected by associations such as Istituto per la Tutela dei Produttori Italiani (Institute for the Protection of the Italian Manufacturers) and regulated by the Gucci company to the Italian government.[4][5]

In recent times the merchandise mark Made in Italy has become decisive for Italian exports and so common worldwide to be often considered as a separate product category. In January 2014, Google Cultural Institute, in collaboration with the Italian government and the Italian Chamber of Commerce, launched an online project aimed to promote Made in Italy by using virtual showrooms about several famous Italian products.[6]

Regulation

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In 2009, the Italian law 135[7] stated that only products totally made in Italy (planning, manufacturing and packaging) are allowed to use the labels 100% Made in Italy, 100% Italia, tutto italiano in every language, with or without the flag of Italy. Each abuse is punished by the Italian law.[8]

Compared with "Made in Germany" ('all essential manufacturing steps') and "Made in USA" ('all or virtually all'), Italian regulation is more restrictive ('totally') in determining what qualifies for the use of the "100% Made in Italy" label.[9]

Article 16 of Law 166/2009 introduced more stringent regulations regarding the proper use of the “Made in Italy” designation. It established that products labeled as such must be entirely conceived, manufactured, and packaged within Italian territory, thereby preventing misleading practices and reinforcing the authenticity of Italian craftsmanship.

Under this provision, competent authorities are granted the power to verify production processes, enforce compliance, and sanction offenders who falsely attribute an Italian origin to their goods. In doing so, Article 16 not only protects consumers from deceptive claims but also safeguards the reputation and economic value of Italy’s traditional manufacturing and artisanal excellence.

The Certification and Promotion of “Made in Italy”

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The Istituto per la Tutela dei Produttori Italiani (ITPI) is an organization dedicated to safeguarding and promoting genuine “Made in Italy,” ensuring certification throughout the entire national production chain and supporting the authenticity and quality of Italian products.

The Official Portal of Italian producers serves as an institutional showcase aimed at ensuring visibility and credibility for “Made in Italy,” while the national register of certified producers acts as an official directory to identify businesses that adhere to fully Italian production chains.

Alongside these, there are specific certifications, such as the 100% Made in Italy certification, which rigorously verifies the origin and production processes according to the IT01 system, as well as newer forms of attestation designed to combat counterfeiting and strengthen the reputation of national products.

A new certification regulation, a pilot project, is currently undergoing accreditation.

Further support is provided by specialized search engines that facilitate the identification of certified and reliable producers. The institutional importance of these tools lies in their role as guarantors of transparency—essential elements for enhancing the international standing of Italy’s manufacturing sector and preserving the nation’s cultural, economic, and artisanal heritage.

Scope of the label

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Trademark Made in Italy does not regulate the use of the words "Made in Italy". For that only the last substantial transformation or processing is considered according to Law n. 350/2003.[10][11]

Industry sectors

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Industry sectors in which the expression Made in Italy is illustrative:

A special mention goes to Ferrari: according to Brand Finance, it is considered the most influential and strongest brand in the world in 2021.[12]

Brands

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Illy espresso machine
 
Artemide Alistro Lamp designed by Ernesto Gismondi
 
Ferrari F12 Berlinetta
 
Ceramica di Caltagirone
 
Amaro Averna

Economists and business analysts have identified five companies in particular whose names are closely associated with Made in Italy:

  • 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.[13]

Fashion and accessories

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Foods and beverages

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Furnitures and home appliances

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Engineering

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See also

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References

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  1. ^ Law 135, September 25, 2009 Archived 2013-10-23 at the Wayback Machine camera.it
  2. ^ "ASEAN Awareness Forum". Ministero degli Affari Esteri. March 2013. Archived from the original on 2 October 2018. Retrieved 3 April 2016.
  3. ^ Orizzonte Italia Archived 2016-08-15 at the Wayback Machine. orizzonteitalia.com
  4. ^ Made in Italy Archived 2014-03-24 at the Wayback Machine. treccani.it
  5. ^ Istituto per la Tutela dei Produttori Italiani Archived 2014-03-24 at the Wayback Machine. itipi.it
  6. ^ Made in Italy, Google mette le eccellenze italiane in Rete Archived 2014-03-24 at the Wayback Machine. wired.it
  7. ^ "Dl 135/2009". Archived from the original on 2013-10-23. Retrieved 2014-03-16.
  8. ^ Made in Italy e lotta alla contraffazione Archived 2014-03-24 at the Wayback Machine leg16.camera.it
  9. ^ Aichner, T. 2014. Country-of-origin marketing: A list of typical strategies with examples. Journal of Brand Management, 21(1): 81-93.
  10. ^ "What is Made in Italy" from 100ITA[1]
  11. ^ IP.101: The Real Meaning of “Made in Italy” by Andrea Bregoli[2]
  12. ^ "Auto Brands Dominate in Europe: Mercedes & Ferrari are Continent's Most Valuable and Strongest Among Top 500 Brands". 16 June 2021.
  13. ^ "Archived copy" (PDF). Archived from the original (PDF) on 2014-03-24. Retrieved 2016-04-03.{{cite web}}: CS1 maint: archived copy as title (link) Il Made in Italy nel nuovo mondo, Protagonisti, Sfide, Azioni by Marco Fortis. Ministero delle Attività Produttive
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