Fashion System | Scenario, originally uploaded by densitydesign.

The map of fashion shows that Italy the importance of Italian production in the world market of garments and textiles. The trademark “Made in Italy” was introduced to preserve and guard the Italian production on the market. Unfortunately this trademark has been widely bypassed and therefore its credibility is at risk. The demand from fashion companies for low prices costs of production cannot be met from legal Italian manufacturers. This led a blooming of illegal manufacturers that are geographically located in Italy – for the sake of granting the “Made in Italy” trademark- but actually provide the same quality of Chinese manufacturers and especially they exploit inhumanly the workers almost more than Chinese legal manufacturers. Another trick to bypass the trademark is to produce the products mostly in china and then adding few details in Italy to gain the “made in Italy” trademark. Even if most of the customers are unaware – until now -of the human exploitation behind some luxurious items for the sure the quality offered by these tricks it’s not the Italian quality that can challenge China. A small consortium of Italian manufactures – 100% Italiano- is born to guarantee products completely assembled in Italy respecting workers and law. It is still very small and unknown to the consumers but with some improved communication strategy it could succeed where “Made in Italy” failed.