link.png Italy plans to conquer USA with fashion← Back

This week, Italy has clearly shown its intention to strengthen its ties with the U.S., particularly in terms of fashion.
Carlo Calenda, Italy’s Vice-Minister of Economic Development, paid a visit to Manhattan, where he presented his vision for a new project. Italy plans to spend 20 million euros to strengthen the relationship between America and Italy’s fashion industry.
Currently, Italy stands as the third largest exporter to the U.S. and in 2014, Italy’s exports to the U.S represented 5.2 billion euros. Italy, however, is really looking to tap into the huge potential that the U.S has to offer, and especially wants to focus on targeting the younger generation of Millennials who constitute a considerable portion of the country’s market.
During his trip to the U.S., Calenda laid out plans for the future consisting of partnerships with retailers, increased attention to trade fairs, as well as media campaigns in order to really push Italy’s leather, textiles and fashion industries.
Whilst increasing sales is on the agenda, ultimately, the aim is to also promote the Made in Italy label, an initiative set up to support the Italian fashion industry, as well as introducing new brands to American consumers.
The questions is: will Americans fall for Italy’s fashion offerings?