Footwear brands must make the most of ‘Made In Italy’, academic says
02/07/2015
Speaking on July 1 at the annual general meeting of footwear industry association Assocalzaturifici’s young entrepreneurs’ group in Modena, Dr Noci said that the industrial set-up that exists in Italy, with all the design, machinery and raw materials that footwear manufacturers need available on their own doorstep, means the industry there is capable of creating products “of unrivalled excellence”.
He said, though, that there is a danger of some producers failing to make the most of this opportunity, of failing to play their trump card, usually by failing to realise the role that marketing and “brand storytelling” play in today’s competitive global market.
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