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Benetton’s provocation and the puzzle of employment.
According to Luciano Benetton, made in Italy costs too much.
You must keep in mind the level of life in each country, and “utilise local prime materials and workforce”.
Exporting only style.
Everything contrary to that which is the strategy for coming out of the crisis and strengthening the made in Italy:
– protect the more traditional markets with a more sophisticated product
– move toward the conquest of emerging countries, considering that a robust middle class is growing in China, India and Brazil, and that in order to distinguish itself socially, research the Italian product as a test of the very elevation of taste and culture.
Completely opposite of Luciano Benetton’s thought.
According to Benetton, it’s how we will produce employment in Italy.
