Craftmanship and innovation: tradition as a winning strategy for made in Italy fashion

Abstract

This paperwork starts from the investigation of the effects generated by the covid-19 pandemic of 2020 on global value chains. Closure of borders and governmental decisions made many businesses confront a situation of uncertainty and impossibility to continue producing. Of course, economically speaking, the damage on companies has been huge, but at the same time, the world population has been able to see the positive effects on the environment. In fact, as many plants stopped working, the environment has been able to regenerate itself and its resources, which are normally consumed in such an excessive way that it's impossible for them to renew. Uncertainty did not affect only businesses' way of thinking, but also consumers' buying behaviors. The fear of a future crisis, the uncertainty about the duration of the pandemic, the uncertainty about eventual necessities have made consumers rethink their purchases and revaluate their needs. Consumption has changed, as buyers have shifted towards a more responsible behavior, searching durable, high-quality products instead of low-quality product coming from mass production. Consumers have become more aware of the impact generated from generalized consumerism. The fashion industry has been at the center of this shift, being a highly debated theme, not only by academic personalities, but also from outstanding personalities of the industry, Giorgio Armani being one of them. Throughout the paperwork, the fashion industry is the one examined. Being Italy one of the country recognized globally for its know-how, quality, design and creativity when it comes to fashion, we walk through the history of the sector, how it has developed everywhere on the peninsula and how the cities recognized as reference points, or even institutions for the industry have given birth to industrial districts. Italy may praise a very long tradition and history in this field, whose heritage is carried forward from the mastery of specialized craftsmen. In this global context of changes, the idea that there could be a return to a centrality of handmade products instead of mass produced ones does not seem impossible. We analyze case studies of businesses located in Apulia, which believe in the strength of traditions and craftmanship, making them core values at the center of their production, demonstrating that a narrower, high-quality production, in a reality such as the italian one, recognized all over the world for its excellence, can be profitable even if it distances itself from a capitalistic way of operating.