On Friday, October 14th E. Marinella Napoli 1914, the “king of ties” hosted a meeting on the project of a collective mark aimed at adding value made-in-Italy longest-living businesses, thus constituting an “extraordinary change for the Italian system”, as explained by Daniel Pitteri, Neapolitan journalist and writer, as well as professor of Cultural Marketing at the University of Siena.
The Autumn Convivium organized in Naples by the Italian Historic Companies Association, (currently representing 47 brands with at least 100 years of uninterrupted production activity), was a valuable opportunity to exchange views on a tool, the collective label, aimed at giving additional credibility and visibility to companies who have written the most significant pages of Italy’s economic history.
Daniele Pitteri explained that “The international perception does not match the idea and value attributed in our country to Italian brands and to the Made in Italy concept. A careful reading of certain recurring studies reveals how they constantly tend to weaken. However, your historic enterprises – he added, addressing several representatives of Italian classic brands – possess those requirements, genius, lifestyle and art, that are the winning features of a successful collective label. Because if your companies have survived to this day, it means that they cherished those values that still considered valuable and chosen by the final consumer.”
Maurizio Marinella, owner of the eponymous fashion brand, said: “Today I feel less lonely, in the presence of so many businessmen sharing many of my ideas, including the project to reunite under a collective label our stories and our traditions.” Eugenio Alphandery, President of the Union, concluded the meeting by adding that “The activity of our association is also aimed at promoting commercial opportunities for our members and opening international channels, such as the one with Japan.”
On December 12th, it is the ambassador of Japan in Italy, Kazuyoshi Umemoto, who will receive the “Key of Friendship”, the highest recognition awarded every year by the Italian Historic Companies Association.
