The export  Italian quality, those defined as “Beautiful and Well-Made” are worth 170 billion euros, confirming themselves as the jewel in the crown of Made in Italy and a strategic lever for the country’s growth: this is what emerges from the 13th Report of the Confindustria Research Center “Exporting the Dolce Vita - Beautiful and Well-Made: the potential of Made in Italy in the international landscape”, presented at São Paulo Fashion Week in Brazil and produced in collaboration with SACE and with the support of ANFAO, Confindustria Accessori Moda, Confindustria Moda, Confindustria Nautica, Federalimentare and FederlegnoArredo.

Uncertainty turns into unpredictability

The Report captures a global scenario in which uncertainty has given way to a more radical unpredictability. Trade tensions, tariffs, conflicts, energy price hikes, weakening of the European Union both economically and geopolitically are all factors that can represent significant risks to the competitiveness of Made in Italy.

A difficult scenario that will therefore become a selection factor: those who know how to adapt will gain shares of a shrinking pie. In this context of uncertainty the Report of the Confindustria Research Center identifies a possible solution in one of the main specialization resources of the Italian model, namely the export of goods with a strong symbolic and identity value, and with high perceived quality; that Beautiful and Well-Made (BBF), a cross-sectional group of 746 products that is not defined simply by a sector or a technology, but by recognizability, industrial craftsmanship and reputational value in international markets. 

Mature and emerging markets: growth potential

The Report estimates an additional potential of 27.6 billion euros of BBF export, with 19.4 billion in mature markets (USA, Germany, France, United Kingdom, Spain) and 8.2 billion in emerging ones (China, United Arab Emirates, Turkey, Russia, Kazakhstan). The leading sectors remain food, fashion, furniture and jewelry, symbols of Italian identity and creativity, to which Nautical is added, which becomes a privileged showcase for many BBF segments. 

Latin America: the new frontier for Made in Italy

The study, presented in Brazil, devotes a specific chapter to Latin America and the Caribbean, indicating that area as the new commercial frontier for Made in Italy, also driven by the EU-Mercosur agreement. Between 2018 and 2024, the export of Italian BBF products in the area grew by an average of 10% per year, supported by a rising demand for creativity, sustainability and know-how. A determining factor are the communities of Italian origin that further strengthen this link, making the region a new frontier for the ‘Made in Italy’ brand.

Strategic Importance of the EU-Mercosur Agreement

A key element that promises to open a new phase in euro-Latin American relations is certainly the agreement between the European Union and Mercosur, approved by the European Commission in 2024. An agreement that promises to eliminate 4 billion euros in tariffs, guarantee the protection of 57 Italian geographical indications and create new investment opportunities. According to the Confindustria Research Center, the agreement could free up over 1.1 billion euros of additional potential export for Italian companies, in addition to the 7.4 billion already realized in 2024.

Barbara Cimmino, Vice President for Export and Investment Attraction of Confindustria, strongly emphasized the strategic value of the EU-Mercosur agreement: “The strengthening of Made in Italy comes from a strategy of opening and not of closing trade. The agreement with Mercosur is a test for Europe’s capacity to act as a global economic power and for Italy to promote relationships based on reciprocal exchanges and shared growth. That is why Member States must demonstrate that they can move quickly and cohesively, ratifying this free trade agreement as soon as possible. What is needed is an economic foreign policy that places cooperation, sustainability and the enhancement of the cultural contents of our products at its center, supporting companies in the most dynamic markets and strengthening the value of the Made in Italy brand worldwide.”

Protection of the Made in Italy brand and sustainable transition

The Report finally highlights two decisive challenges: the protection of Made in Italy against counterfeiting and “Italian sounding”, and the sustainable transition of production. Expansion in Latin America, together with digital transformation and new platforms, could consolidate the Italian presence as a reliable and innovative partner in the new global trade routes.