According to Adolfo Urso, 2024 will be the year of Made in Italy

At the inauguration of the 105th edition of the salon, Adolfo Urso, minister of business and made in Italy, stated that «2024 will be the year of Made in Italy. Pitti uomo can serve as a great example of Italian excellence». The event will take place in Florence at Fortezza da Basso until January 12, featuring 832 brands in men’s fashion and lifestyle. This trajectory is the result of the initiatives implemented by the Government in 2023, including reforms and resource allocations.

«Following the bill’s approval on December 20, starting from January 18, it will be possible to pre-enroll in the Made in Italy high school (see MFF of December 21). This program aims to educate young individuals in the jobs and professions typical of the artistic culture within key Italian sectors. The curriculum will include classes covering the latest advancements in digital innovation, ranging from the metaverse to computer science. The course will combine art, tradition, culture, and history with technology. Moreover, on April 15, we will celebrate the first national day of Made in Italy, which will be marked by special events aimed at putting us in the global spotlight. I will invite Knights of Labor, entrepreneurs, and renowned designers to give lectures in schools to promote the sector’s excellence. Another important initiative is the establishment of the sovereign fund for Made in Italy, with an initial participation of one billion euros. I am confident that this year, many others will contribute to increasing the investment portfolio in our supply chain».

The Minister then emphasized the importance of generational continuity and reshoring. «We must develop a strategy to better educate the youth; we need to encourage them to enroll in technical and professional institutes, making manual labor a worthy ambition for them». Additionally, this year will see the implementation of further measures, such as those addressing the fight against counterfeiting through the identification of products using blockchain technology and undercover agents, as well as initiatives focusing on sustainability. «As for the fashion and clothing industries, these measures will encourage the use of natural fibers. The concepts of beauty, quality, and well-crafted products must increasingly align with environmental, social, and business sustainability. We also support those who invest in our country; those returning to produce locally will benefit from a 50% tax incentive for the first six years. Moreover, those historic brands that are a source of pride for Italy and are not used for productive purposes will revert to state ownership after 5 years».

The Minister confirmed that the Transition 5.0 Plan is allocated 13 billion euros in 2024/2025 for companies that have a technological modernization plan focusing on the digitization of Industry 4.0. 10% of these funds will be used for staff training. «There are resources for innovation available, and it is now up to you to put them to use. After allocating 70 million euros for development contracts in 2023, we are putting 3.5 billion on the table this year, with 2 billion dedicated to economic measures and the remainder to the reprogramming of the National Recovery and Resilience Plan (NRRP) funds» Adolfo Urso continued. Similarly, Dario Nardella, mayor of Florence, stated that «the Minister’s presence demonstrates the Government’s attention to our city and the fashion industry. We should take pride in Made in Italy and in our ability to create and innovate. Pitti is a driving force of innovation for future generations, and schools are part of an ecosystem. We are aware of the challenges faced by entrepreneurs affected by the November flood, with warehouses devastated by mud and water. Our thoughts go out to them. Institutions will never cease to provide support to a business world that embodies such a spirit of sacrifice».

On the topic of the renewal of Fortezza da Basso, Nardella said that “construction sites coexist with the Pitti edition; we have agreed on the timing with Firenze Fiera. If there is synergy, things can be accomplished. We are at 70% completion of the restoration of the bastions; only the remaining 30% is left to finish, and we are already at 20% completion of activities on the pavilions, which will continue until next year».

Regarding future predictions for the industry, Antonio De Matteis, President of Pitti immagine, expressed his optimism for 2024. «2023 was a record year for several companies. This will be an exceptional edition, with the grand return of brands that will confirm the fair’s central position in the men’s fashion industry worldwide. In challenging times, buyers and companies have shown their best. We must now pay attention to market evolution. There will be changes to which we must adapt, such as the development of e-commerce». On the other hand, Sergio Tamborini, President of Smi-Sistema Moda Italia, remains more cautious.

«Pitti has always provided an opportunity for reflection. I feel less optimistic for the first months of 2024, which will be more challenging due to conditions that are changing consumer perceptions and industries under pressure. We clearly expect something from politics, as we have a significant energy gap compared to other European countries and issues with raw materials and tax credits on samples that cause uncertainty for businesses. Nonetheless, they maintain their ability to innovate. In industry, fundamental elements, the need for training, and the return of young people to factories will be critical» he concluded.

Ita’s Matteo Zoppas states that they are exploring new end markets for growth «Pitti Uomo remains the most important menswear fair, but it is time to focus on creating value. We had a strong performance in 2022, with men’s fashion exports increasing by 24.7%, surpassing inflation, and a positive trend of 7.6% in 2023 compared to 2022. However, there are concerns about a slowdown in distribution, and we are working to address this issue. The objective is to explore new outlets, markets, and product niches» Matteo Zoppas, president of the Italian Trade Agency, commented, recalling the total fashion exports of 80 billion and the 3% growth in 2023. «Looking at inflation figures, Italy has seen a lower increase than other nations. This means that we are more competitive in terms of production costs at the international level. Collaboration is crucial in the current scenario, and the resilience of entrepreneurs has played a critical role» he concluded. (All rights reserved)