The Italian luxury goods group OTB, which includes the brands Diesel, Jil Sander, Maison Margiela, Marni, Viktor&Rolf as well as the companies Staff International and Brave Kid, has launched a campaign to strengthen Italian craftsmanship and production in Italy. This also includes the introduction of a “Made in Italy” day, set for April 15th.
The “MADE, Made in Italy, Made Perfectly” campaign was presented in Rome at the Ministry of Enterprise and Made in Italy (MIMIT) together with Minister Adolfo Urso. The minister praised the project as a strategic initiative to promote Italian products, in line with the government’s proposal to introduce a national “Made in Italy” day for the first time.
The fashion sector relies on synergies with the supply chain, which is what the long-standing success of the Italian fashion industry is based on. The essence of Made in Italy is primarily small and medium-sized companies. “The small producers, the artisans, the true artists are the lifeblood of the Italian fashion supply chain. It is thanks to them that “Made in Italy” is known and loved all over the world. With this campaign we want to draw attention to the artisans who produce beautiful and well-made Italian products where creativity, craftsmanship and innovation come together said Renzo Rosso, Chairman of OTB Group.
Initiative to strengthen the Italian supply chain
In recent years, OTB Group has consistently committed itself to preserving and developing Italian craftsmanship by offering opportunities for growth, training, innovation, digital and technological transformation in its supply chain, as well as guidelines for adhering to the values of sustainability and transparency has. Rosso: “To really support the supply chain and “Made in Italy” production, we cannot think in terms of aid, and the government cannot do everything alone: the resources must be well invested and therefore they must be large and medium-sized companies to be entrusted with those who have the tools to manage them and the ability to support the smaller companies and help them develop and grow.”
In addition, OTB launched the CASH (Credito Agevolato-Suppliers’ Help) project back in 2013, which allows suppliers to collect their claims against OTB in advance through a bank and offers them the opportunity to benefit from extremely favorable economic conditions, which are possible thanks to the high creditworthiness of the group acting as guarantor. The project has also proven to be particularly effective during the pandemic. There are now more than 60 active suppliers involved in CASH.