Italy leads the EU in design. Turnover of 6.3 billion

Design as a factor of competitiveness for Made in Italy. Design understood as the ability to innovate, to create beauty and quality - an ability that is not limited to the furnishing sector, but that unites many Italian production chains, from fashion to jewellery, from yachting to hoteliers.

And that adds competitive value on international markets, as highlighted by an Intesa Sanpaolo study presented yesterday at the Salone del Mobile in Milan, dedicated precisely to sectors within which design plays a central role both in the upstream part of the chain (in the development of materials and innovative solutions) and in the downstream part. "Italy ranks first in Europe for specialised design activities, which generate €6.3 billion in turnover, 16.4% of the total for the European Union of 27, about 70 thousand employees, almost 20% of the European total," explains Stefania Trenti, Head of Industry and Local Economies Research, Intesa Sanpaolo Research Department. France and Germany follow.

"Design represents for Made in Italy the common thread linking creativity and innovation, as well as the interaction of the different supply chains of Italian style with a significant potential for development in new sectors and new geographies," explains Anna Roscio, executive director Sales & Marketing Imprese of the Banca dei Territori Division headed by Stefano Barrese.

The scenario is the familiar one, clouded by economic and political uncertainty that has never been so high since the days of the Covid-19 pandemic, aggravated by Trump's recent announcement of 20% tariffs, which, according to Trenti, could weigh particularly heavily on fashion companies, which are already starting from a situation of higher duties. "The euro area offers some more certainty," Trenti explains, "We expect consumption to restart, thanks to an increase in people's purchasing power and further cuts in the cost of money by the ECB. Even in Italy, particularly from the second half of the year and then more decisively in 2026 and 2027, we expect consumption to pick up again.

International markets, however, represent the main lever of growth for Made in Italy companies, with a propensity to export that Intesa Sanpaolo estimates will increase to 77.2% in 2027, compared to 60% in 2012, to reach 124 billion euro in the sectors of fashion, furnishings, cosmetics, jewellery and costume jewellery, eyewear and watches. The boost will come above all from products positioned in the high price bracket of the market, which Italy presides over with a share of 11.2%, compared to a share of 4.6% for products in the medium-low bracket. Also because the high quality of the offer will have a protective function, so to speak, on the probable effects triggered by American protectionist policies.