the contract made-in-italy sector spread out to the world

The growth of the emerging markets has supported the development of the Made in Italy contract sector, sanctioning the start of a process of expansion abroad where the “product” Italy, considered not only for its style, but also for its technological innovation and quality, continues to be one of the most required “brands”. Especially in areas such as the Middle East and the East Asia the Made in Italy is considered a “must” for a wide range of sectors, especially as far as the luxury industry is concerned.

Italian companies are therefore undertaking a process of internationalization of their activities, adapting their offer to the needs of the destination country also thanks to the easier, compared to the past, sharing of experiences, contacts and business models. To compete in the international markets, Italian companies are redesigning their “value proposition” according to the addressed countries by involving the seven levers of the marketing mix: product, price, distribution, communication, promotion, human resources and methodology in order to achieve joint objectives with the foreign partner.

In approaching the international markets it is also essential to understand the buying process in order to be able to channel resources towards the best solution. In emerging countries with embryonic distribution systems and unsophisticated consumers, the contract sector remains the only real distribution channel for products of medium and high range. In order to create appropriate products addressed to foreign consumer trends, Italian companies need to collaborate with international designers and consultants able to liaison with different cultural backgrounds. 

A successful strategy: for example, in 2015, the contract segment, particularly the residential one, represented the 60% of revenues for Italian companies operating in the furniture sector, with a strong growth in the US, the Middle East, and the Far East.

Tosetto has undertaken this path, offering its customers turnkey projects, both in the commercial and residential areas, characterized by the unique Made in Italy style.