I-Italy ihamba phambili emkhakheni wokuncintisana kakhulu wokunethezeka njengoba ikhiqize amabhrendi nabaklami bamanje abafiselekayo. AmaNtaliyane ahlonishwa ngokubumba, ukubumba, ukukhangisa, bese esiyenga ukuthi sithenge izimpahla nezinkonzo zikanokusho. Ukukhiqizwa nobungcweti base-Italy kuhlonishwa njengaphakathi kwamazinga aphakeme kakhulu emkhakheni wemfashini/ifenisha/wamasevisi kanye nophawu lwentengiso oluthi “Made in Italy” luyireferensi yomhlaba wonke yekhwalithi nokuhluka.

I-Luxury Is

Ukunethezeka, ngokwencazelo, lilingana ne-LUST, elisuka emagameni esiLatini elithi LUXURIA (ukweqile), kanye ne-LUXUS (ukweqisa), liphenduka INKONZO ngesiFulentshi. Ezikhathini zika-Elizabethan, umqondo wokunethezeka wawuhlotshaniswa nokuphinga, i-morphing isho ukunethezeka noma ubukhazikhazi.

Emakhulwini eminyaka angaphambili, ukunethezeka kwakumayelana nobuciko nokuba nezinto ezingatholakali kalula kwabanye. Okunye kwalokhu kushintshile ngokukhula kokukhiqizwa kwabantu abaningi, ukuhwebelana kwezamabhizinisi, kanye nokufinyelela komhlaba wonke cishe kwanoma yini nayo yonke into.

Akukona Konke Ukunethezeka Okudalwe Kwalingana

YINI NGEMPELA ubukhazikhazi futhi yini eyenza Ukunethezeka kwase-Italy amabhrendi ame amakhanda kanye nezithende eziqinile ngaphezu kwamanye amazwe nemikhiqizo uma kuziwa emibonweni, imiklamo, ukubulawa, ukuthenga nokusebenzisa? Ingabe ikhwalithi yezinto zokwakha? Umklamo? Inani? Ukutholakala noma ukushoda komkhiqizo?

Ekuqaleni

Umqondo wokunethezeka uqala ngombono wokuhluka, ulwazi kanye/noma umuzwa wokuthi akuwona wonke umuntu ozokwazi ukufinyelela umkhiqizo/ ulwazi oluthengiswayo. Ivelaphi le mibono? Imvamisa, avuswa yi-prism yekhwalithi, ukunethezeka, ubuhle kanye nokushintshashintsha njengoba abathengi emhlabeni jikelele befuna ukuthola (futhi bavame ukuqoqa) izimpahla ezikhonjwe njengokunethezeka.

Inhlanganisela Yezehlakalo

Okuwukunethezeka namuhla kwehlukile kunalokho okwakuyikho emashumini eminyaka adlule. Ucwaningo lunqume ukuthi ukuhwebelana kwembulunga yonke, i-inthanethi, ubuchwepheshe bedijithali, kanye nolwazi lwempilo luye lwandisa umbono wekhwalithi nokuhluka, okwamanje okuchazwa izifiso nezindlela zokuphila eziye zashintsha phakathi namashumi eminyaka.

Ucwaningo luphinde luthole ukuthi abathengi abasezingeni eliphezulu bathola imikhiqizo/imikhiqizo/izinsizakalo ukuze bazihlukanise nabanye; nokho, ukuthenga okunethezeka kwesimanje akusekelwe ngempela noma akusekelwe ngokuphelele enanini, futhi amalungelo okuqhosha angase angagxili emalini “njengokuzenzela yedwa.” Lapho bebuzwa ngesisusa sabo sokuthenga, abanye abathengi abacebile abazange bacabange ukuthi okuhlangenwe nakho kohambo okubaluleke kakhulu kwakubiza kakhulu; umbono wabo wokuhamba okunethezeka wawuhlanganisa izici/ubukhulu ngale (noma eceleni) kwentengo. Amabhrendi amahhotela aphambili aqondise kubathengi abawubukhazikhazi bathola ukuthi izihambeli zabo ziyakwazisa ukwehluka, ukubandakanywa, ukusungula izinto nokuvuleleka - ukufuna umqondo wenjongo osekelwa uhlobo lomkhiqizo.

Ukuzisebenzisela ngokwakho

Ukushintsha kusuka ekwanelisekeni kwangaphandle kuya kwangaphakathi. Abahola kakhulu (u-HENRY - abahola imali ephezulu abangakacebile) bafuna ulwazi olubasiza ukuthi bafunde, bazihlukanise, baveze ukuthi bangobani, futhi babe nenjongo engaphezu kokutotoswa nokunethezeka. Ukunethezeka kuyasuka ekuthengweni noma ezindaweni ongazivakashela, kuya kokuningi mayelana nokuthi ufuna ukuba ngubani kanye/noma ukuba yikho.

Ukunethezeka. Indlela yaseNtaliyane

Izinkampani zase-Italy eziklama futhi zikhiqiza izimpahla zikanokusho zihola umhlaba. I-Italy ikleliswe endaweni yesine emakethe yezimpahla zokunethezeka yomuntu siqu, ilandela i-US, China neJapan. I-Milan-based Altagamma Foundation (umbiko ka-2020), inqume ukuthi imboni yezimpahla zikanokusho ibiza cishe ama-Euro ayizigidi eziyizinkulungwane eziyi-115 (ama-US$ 130.3 billion). Ilebula ethi “Made in Italy” ibibiza u-US$2,110 billion (2019) ngokombiko waminyaka yonke okhiqizwe yiBrand Finance, okwenza i-Italy ibe yindawo ye-10 emhlabeni ngevelu yomkhiqizo kazwelonke eyimpumelelo nenenzuzo kakhulu. E-Italy, imboni yezemfashini iyodwa inenani elicishe libe ngama-US$ 20 billion kanti i-Italy ingumholi wamazwe omhlaba emkhakheni wesikhumba (kusukela ngeminyaka yawo-1500s) emele amaphesenti angama-65 okukhiqizwa kwesikhumba kwaseYurophu, kanye namaphesenti angama-22 okukhiqizwa komhlaba wonke.

Abakhiqizi base-Italy abasekela izinhlobo ezinkulu zikanokusho zase-Italy (okungukuthi, i-Gucci, i-Prada ne-Giorgio Armani) baphoqeleka ukuthi bavale ngenxa yalolu bhubhane nama-oda ehla emhlabeni jikelele. Lesi simo sibe nzima ngenxa yokubambezeleka kokukhokhelwa kukahulumeni kwezokuphepha kwezenhlalakahle zombuso, kanye nezikweletu ezixhaswe nguhulumeni, okubeka engcupheni ukukhiqizwa kwamaphesenti angama-40 wezimpahla zikanokusho emhlabeni wonke.

Akufanele simangale lapho sizwa ukuthi izinhlobo eziningi zezimpawu zase-Italy azisalawulwa amaNtaliyane. I-Area Study of Mediobanca yaminyaka yonke ibika ukuthi cishe amaphesenti angu-40 emikhiqizo yemfashini yase-Italy eyinhloko amabhizinisi angaphandle. Ezinkampanini ezingu-163 ezibala izimali ezingenayo minyaka yonke ezingaphezu kwezigidi ezingu-US$ 100, ezingu-66 ngezefemu zangaphandle, ezingu-26 ngezabatshalizimali baseFrance, eziyisi-6 ezaseBrithani, eziyisi-6 zabaseMelika kanye neziyisithupha zezinkampani zaseSwitzerland.

I-Versace idayiselwe uMichael Kors, uGucci, uBottega Veneta, noPomellato abeqembu laseFrance iKering; I-Pucci, i-Fendi, ne-Bulgari, iyingxenye yeqembu lesiFulentshi i-LVMH; U-Giorgio Armani, i-Dolce & Gabbana, i-OVS, i-Benetton, i-Max Mara, i-Salvatore Ferragamo, ne-Prada iyaqhubeka nokuba izinkampani ezinenzuzo kakhulu ezihlala ngaphansi kobunikazi obuqondile base-Italy.

I-Etro isanda kuthengisa ingxenye engamaphesenti angu-60 eqenjini elizimele elilawulwa yi-LVMH i-L Catterton futhi maduzane izoholwa yi-CEO entsha, u-Fabrizio Cardinali, okwamanje oyisikhulu esiphezulu se-Dolce & Gabbana. Umndeni wakwa-Etro usuphenduke waba ngabanikazi bamasheya abambalwa futhi ikusasa lalolu hlobo, olwaziwa ngezindwangu zalo ze-paisley, aliqinisekile. Amanye amabhrendi okunethezeka ayaqhubeka nokuthembela e-China (kuphela), futhi lokhu kungase kube iphutha.

NgoZibandlela wezi-2015, i-Fendi yanweba indawo yayo futhi yavula i-Private Suites, ihhotela elinamakamelo angu-7. Le phrojekthi iyingxenye yenqubo yokuziphendukela kwemvelo yale nkampani edumile eyaqala njengesitolo sezikhwama, nesitolo soboya e-Rome ngo-1925, futhi manje inikeza izingubo zabesilisa, abesifazane, nezingane kusukela ekhanda kuye ozwaneni. Uhlobo luyatholakala futhi kumawashi, kanye nomugqa we-Casa wempahla yasekhaya, nezinsiza.

IPalazzo Versace yethulwa eGold Coast yase-Australia (2000) futhi yathuthukiswa “njengehhotela lokuqala emhlabeni elinophawu lwemfashini.” Lokhu kungase kungabi yiqiniso njengoba umndeni wakwaFerragamo (izakhiwo eziseFlorence, Rome kanye nasemaphandleni aseTuscan) usuneminyaka engaphezu kwengu-20 usebenza. I-Armani Hotel Dubai yavulwa ngo-2010 eBurj Khalifa, isakhiwo eside kunazo zonke emhlabeni. Ngo-2011, u-Armani wavula indawo yaseMilan ephethe ibhulokhi yedolobha lonke. I-Bulgari yavula ihhotela ngo-2004 futhi ubucwebe base-Italy banwebeka baya e-London nase-Bali ngezinhlelo zokuvula izakhiwo e-Shanghai, e-Beijing nase-Dubai. Kuyathakazelisa ukuqaphela ukuthi ukwandisa umkhiqizo akuphumelelanga njalo; Ihhotela i-Missoni Edinburgh kanye ne-Maison Moschino e-Milan yavulwa ngo-2009 no-2010, yavalwa ngo-2014 no-2015.

Okufanele ngikwenze

Uhlelo lwezomnotho lwase-Italy lusekelwe kumaphesenti angama-93-94 ezinkampani ezinosayizi ophakathi nendawo. Ngo-2019 imboni yezemfashini yase-Italy ibibiza amaphesenti angu-1.3 ayo yonke i-GDP kazwelonke futhi ukukhula kube khona naphezu kwezinye izinselelo zomnotho ezweni. Ukwenyuka kwezinga lokunyuswa kwe-Italy njengendawo yokuvakasha kanye nesizinda sokukhiqiza okunethezeka kuzosiza umnotho uthuthuke njengoba imikhiqizo “Eyenziwe e-Italy” ihlanganisa amaphesenti angama-60 esamba semali echithwe ezokuvakasha.

Imikhiqizo yemfashini yase-Italy izama ukukhulisa izimakethe, ithuthukisa imikhiqizo "njengomhlaba wonke" e-Asia, e-US naseYurophu. Imikhiqizo ephethwe imindeni ezisazimele ifuna abatshalizimali ukuze baqhudelane futhi bakhule. Abatshalizimali bezabelo ezizimele, bevuma ukubaluleka okuhlala njalo komklamo nokukhiqiza wase-Italy, bafuna amathuba amasha. Kungenzeka ukuthi uku-oda okwenziwe amaklayenti akhethiwe kuzolulama ngokushesha kunokunethezeka okuvamile ukuze kusetshenziswe imali enkulu kudinga ukulungiswa kwengqondo.

Ukuthuthukiswa kwedijithali elinye ithuba lemikhiqizo efuna ukusinda nokukhula kodwa akuyona i-slam / dunk njengoba imikhiqizo yokunethezeka kuyodingeka ilahle ukuqiniseka kwayo, izindawo zokunethezeka kanye nemodeli yebhizinisi kanye nokungabi nesithakazelo emisha, ukuthanda imibhoshongo yezinyo lendlovu, nezingadi eziyimfihlo, imodeli yebhizinisi egxile kwabesilisa kanye nendlela eqinile yalabo abawine izindebe esikhathini esidlule. Indlela yobuchwepheshe imayelana nesidingo sokwenza izinto eziningi, ukukhuthaza nokukhuthaza imibono ehlukene, kuyilapho kuhlanganisa amabhizinisi aku-inthanethi nangaxhunyiwe ku-inthanethi.

Uqondisa i-Italian Luxury

Uma uyibhizinisi lase-Italy elincane ukuya kweliphakathi futhi unentshisekelo yokungena emakethe yase-USA, indawo eyodwa yokudayisa i-Italian Trade Agency (ITA) esebenza ngokubambisana noMnyango Wezangaphandle Nokuthuthukiswa Komnotho. Ikomkhulu layo liseRoma, enye yezindima zayo eziningi ukuvikela Ukutshalwa Kwezimali Okuqondile Kwangaphandle e-Italy kanye nokukhulisa/ukuqinisa ukuqwashisa ngamabhizinisi ase-Italy kanye nendawo yawo yokulawula. Le nhlangano yaqala ngo-1926 futhi ingase ibe umnyango kahulumeni omdala kunayo yonke ophethe ukukhuthaza ukuhwebelana kwezomnotho.

Kwesinye isikhathi osomabhizinisi base-Italy baziba indawo yemakethe yase-US ngoba ibuswa amabhrendi amakhulu ase-Italy futhi kungase kube inselele ukuthola ozakwethu bebhizinisi elihlanganyelwe ukuze i-ITA iqhubekisele phambili imihlangano kokubili ngokusobala nangomuntu siqu. Muva nje, i-ITA, (ixhaswe ngokwengxenye ifomu lesibonelelo sikaHulumeni wase-Italy), yethule inkundla yewebhu eyaziwa ngele-EXTRAITASTYLE(Isitayela Esingavamile Sase-Italy) ngenhloso yokusiza osomabhizinisi base-Italy bakhulise ubukhona babo base-USA.

I-ITA iphinde inikeze izifundo zokuqeqesha izinkampani ezintsha ezinkundleni zokuxhumana ezihlanganisa i-Amazon, i-Alibaba ne-WeChat. Ngaphezu kwalokho, le nhlangano isekela ukusatshalaliswa kwemikhiqizo esukela emfashinini iye ekudleni.

Oqondisa ukusebenza eNew York kusukela ngo-2019 ngu-Antonino Laspina. Lapho ngisanda kuhlangana naye ehhovisi lakhe lase-Manhattan (elizungezwe ifenisha yesikhumba ebabazekayo yase-Italy) kwacaca ukuthi i-Laspina ikhululekile kakhulu emele imikhiqizo yokunethezeka yase-Italy. Uzalelwe eSicily, wathola iziqu ze-honours kusayensi yezepolitiki, ezohwebo zangaphandle, kanye nokuphathwa kwezimpahla ezithunyelwa ngaphandle. Ubuye wafunda idiplomacy e-Italian Society for International Organisations (SIOI). Ujoyine i-Italian Trade Agency ngo-1981 futhi uthunyelwe e-Asia, okuhlanganisa i-Seoul, i-Kuala Lumpur, i-Taipei, ne-Beijing.

Ngo-2007, uLaspina waqokwa njengomunye “Wabangane Abakhulu Bamazwe Ngamazwe Abayishumi Bemfashini YamaShayina” yikomidi lenhlangano leChina Fashion Week. Le mpumelelo evelele yalandelwa ngokushesha ukuthuthukiswa kweProspero Intorcetta Foundation, akhethwa kuyo njengomongameli. Isisekelo sinikezelwe kumJesuit waseSicilian owayehlala eShayina ngekhulu le-10 futhi wahumusha izingcezu eziningi zomsebenzi kaConfucius olimini lwesiLatini okokuqala ngqa. Ngo-17, uLaspina waba yilungu leBhodi Labaqondisi le-University of Kore, Enna, Italy.

Kusukela ngo-2015, i-Laspina igxile ekusungulweni kwezinsizakalo ezifunwa kakhulu zokuthuthukiswa kwebhizinisi lamazwe ngamazwe okuhlanganisa ukumaketha, nokuqeqeshwa. Uyilungu leQembu Labaholi Abancane (I-Italy-United States Council (1998).

Ngeminye imininingwane: ice.it, extraitastyle.com, italist.com/us.