"Made in Italy" is the most prominent brand online by the brands of international luxury: 85% of the altagam products whose origin is reported on the Web is in fact produced in Italy.
The dominance emerges from a Studylab study that analyzed the level of online transparency of 29 luxury brands. "From the analysis of product sheets of 55,000 articles - says Marco Pozzi, Strategy & Organization Advisor at Contactlab and author of the research - we found that only 30% of the online luxury products are accompanied by the Made In statement. There are some improvements two years ago, but the way to go is still long. " The study found that today more than 50% of panel companies indicate, wholly or partially, where their products are made, but total transparency is still a mirage.
The analysis of Contactlab highlights an important premise that pushes companies not to miss the "Made In" item in information provided online: production in countries where heritage is rooted. Like Italy, exactly. According to research, "Made in Italy" is the most commonly used statement in all segments and product categories, except for watches, where Swisse Made wins, and beauty.
According to Pozzi, the indication of online origin is "a strategic decision for a luxury brand". First of all because transparency is considered by consumers of altagamma products as an added value in the relationship with the brand. For example, the study points out that, especially in the Far East and Russia, product origin is considered relevant and reported online: in China, more than 90% of people interviewed by Contactlab confirmed that the "Made In" Web is pretty, very, or extremely important. Following are Italy, South Korea, Russia and France.
Two are the pitfalls in which businesses can be trapped by lack of transparency: "First of all, customers are disappointed if they buy online a product that they think is done in Italy and they deliver on delivery that it is not," says Pozzi. Secondly, "For some of the most acclaimed online multimarks overseas, including Russian Tsum and Chinese Tmall," Made In "is an indispensable entry in product cards - continues the author of the report. Companies are less likely to provide less information from multibrand retailers, making a bad figure. "
Transparent brands in over 80% of the cases are Gucci, Balenciaga, Fendi, Bulgari, Dolce & Gabbana, Tod's, Bottega Veneta, Ferragamo and Loro Piana. Among those who partially reveal the "Made In", however, there are Armani and Burberry, who have recently removed the indication of origin from premium-card products. There are many big ones who choose to reveal little about (at least 20% of the cases) the origin of their clothing and accessories: Chanel, Hermès, Prada, Moncler and Dior are among them. The less-popular categories on the front of production are kidswear and homewear.