The silent hands behind luxury: the heart of Made in Italy | Annalisa Tarquini

Industry Challenges - The luxury industry faces a critical challenge in the declining interest of new generations in pursuing careers as artisans, despite the "Made in Italy" label's reliance on them [1] - Craftsmanship suffers from a low reputation and lacks appealing communication, leading to little social recognition and the perception of it being a career involving "dirty hands" and hard work [1][2] - Luxury brands often prioritize showcasing products over highlighting the artisans behind them, neglecting the importance of human resources in the luxury business [1] Proposed Solutions - The luxury sector needs to change the way craftsmanship is communicated, bringing artisans out of factories to inspire new generations, not just to justify high prices [6] - Companies should create immersive experiences, such as family days, to raise craftsmanship awareness among youth and help them discover the value of creating beauty [7] - Luxury brands must put their artisans in the spotlight, giving them new dignity and recognizing them as the true influencers of their heritage [7] The Power of Storytelling - Storytelling can significantly impact career aspirations, as demonstrated by the surge in young people wanting to become chefs after the release of Junior Master Chef in Italy [5] - The industry needs "a new master bag, a new master yacht" to inspire the new generation [5] The Importance of Human Resources - The most important resources for any luxury brand are its people, their hands, their faces, and their names [1] - Companies should learn the names of their employees and make each person feel unique, recognizing that everyone counts, even those working behind the scenes [1] The Role of Design - Designers are like treasure hunters, able to capture an idea and transform it into beauty [1] - Design and technology come together to create beautiful yachts able to tackle the most extreme conditions [1] The Need for Awareness - Luxury brands must become the driving force behind raising awareness of the fact that artisans are the true creators of beauty [4] - Without forward-thinking strategies, the "Made in Italy" label is at risk [4] The Passion for Creativity - Many artisans initially aspired to different careers but found success and passion in craftsmanship, highlighting the importance of creativity [1] - The passion for creativity keeps the crafts alive, together with family traditions, the quality of the finished product, and the inspirations from others [1] The Lack of Communication - Many managers do not ask their artisans why they love their job [1] - When asked what is the most important resource for any company success, many managers replied the product [1] The Comfort Ti Janata Research - In 2013, Comfort Ti Janata released an interesting research talking about the most desired professions to young people [4] - Craftsmanship only ranked 21st in the most desired professions to young people [5]