design in south italy - fasano, 4th-6th december 2015
TRANSCRIPT
GiacomoVentolone–ManagingDirector,F5Associa7–[email protected]
GiacomoVentolone,Introduc7on
48,GraduatedinSocialSciencesBachelorinJournalismExecu7veMasterinBusinessAdministra7onatBocconiUniversity-MilanSpecializa7oncoursesinStrategicMarke7ngatUCLAUniversityofCaliforniaandHarvardBusinessSchool-Boston.SeveralyearsofexperiencewithItalianfurnitureanddesigncompanies.GoodknowledgeofAmericanandEuropeanMarkets.Marke7ngDirectoratNatuzziGroupandUSAresidentbrandmanagerNorthAmerica.SupportedtheNatuzziCompanyinopeningbrandedStoresinNorthAmerica.CurrentlybasedinApulia.InchargeofStrategicMarke7ngattheRegionalFurnitureDistrictandinvolvedwithsmall-mediumCompaniesbusinessdevelopmentthroughF5Associa7,aConsul7ngCompanybasedinBari.
ItalianandApulianRegionFurnitureIndustryOverview
Introduc7onandkeystrengths
WelcometoItaly
ApuliaisoneofthemostrenownandvisitedItalianRegion.Celebratedforitsbeautyandculturaltradi=ons,itisagreatplacefordoingbusinessand
findthebestexpressionofMade-in-Italy
Thedomes7cmarketisslowbutItalianCompaniesareinves2ngoninnova2on.ItalianExportsshowposi7vetrend!ThereisanincreasingdemandforItalianproducts:MadeinItalyExportsin2014up4%comparedto2013Apuliarepresentedin2014ashareof6,2%onItaly’sFurnitureExport
ItalianMarketTrends–FurnitureIndustry
Source: Federlegno
A
AccordingtoEYSurvey,theItalianmarketshareoffurniture&designisgrowing
Italy’sTopIndustryPlayers-2013
HomeFurnitureisoneofthemostdynamicIndustryfortheApulianeconomy.
KeyFacts-ApuliaFurnitureIndustry(2013):
3.568Companies20.069Employees€356,8(Million)Export
ProductCategoriesinclude:KitchensTablesandChairsUpholsteryLigh7ngHomeaccessoriesStoneandMarblefurnishing
Source:ApuliaRegion
AsignificantpartofApulianFurnitureCompaniesarelocatedbetweenBari,TarantoandLeccedistricts(NorthandMurgiaBarese)
TheApuliaFurnitureDistrictwasbornatthebeginningofEigh7eswithstrongfocusontheAmericanMarket.Categoriesinclude:upholstery,kitchens,tables,chairs,ligh7ng,bathsfurnishingsandhomeaccessories.ICE,AICAIandConfar7gianatoPuglia,whichpromotethisProjectaresuppor7ngtheindustrytocreatenetworkofCompanies(alliance)andincreaseApuliancompanies’compe77venessbycrea7ngcri7calmassandleveragingondesign,quality,logis=cefficiencies.
Tradi7onandInnova7on
MostofApulianfunritureCompaniesstartedtheirbusinessfrom1950reconnec7ngtotheirterritoriesar7santradi7onsverymuchrootedinApulia.Star7ngfromthe‘80somepioneerCompaniesenteredforeignmarketsfocusingonMiddleEastandUnitedStates.Theirsuccesswasimmediate.Deepknowledgeofmarketexpecta7ons,quality,efficiencies,design,innova7on,customerserviceandreliability:thesevaluesares7llpartofCompanies’compe77veedge.ThemajorityofourCompaniesareveryusedwithforeignmarkets.USplayersarethemostdemandingclients,forsure.OurCompaniesconsiderinvestmentsonproductandprocessinnova7on,marke7ng,logis7cskeytokeepcompe77vetoday.
The most competitive companies are those very focused on product development and customization
Client brief Design Development
Costing
Prototyping
THE VALUE CHAIN
Production Quality
Logistics
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4
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Our Traditional Strenghts: Style, craftsmanship and care for details
Our Future: Innovation: design, new materials, product/brand experience and
reliable customer service/delivery
Innova7onandfuturechallengesTheApulianfurnitureCompaniesarekeepingtheirstrategiccompe77veadvantagesbyfocusingon“made-in-Italy”heritage,cramsmanshipandgreatvalueFutureopportuni7eswillcomefromdeliveringdis7nc7veHomefurnitureconcepts,workingwithbestandtalenteddesigners,developingco-marke7ngtoolstoexploitbrandvaluesandcreatememorablebrandexperiencesforconsumersbothintheanalogicalanddigitalworld.TheGlobalmarketscenarioisnoteasytomanageandrequiresstrategicalliancestocompete.
Ostuni Ostuni beach Gravina in Puglia
Companies involved with this project come from here
