Time is running out: ‘Made in Italy’ needs a Gen Z revival ...Middle East

Recently I was invited to give an address at an event in Florence, at the first ever chamber of commerce created in Italy. At the talk, Anna Fendi gave a wonderful keynote on the importance of Italy and its extraordinary craftsmanship and style to the fashion world. She highlighted many of the invaluable achievements of Italian luxury brands all over the world. Following Fendi’s presentation, I shared my latest insights on affluent Gen Z and how they are reshaping the luxury world with higher expectations than any generation before. One critical aspect I highlighted, to the surprise of most of the Italian audience, is how much the “Made in Italy” label has been neglected over the years, des

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