Exporting La Dolce Vita is the Centro Studi Confindustria report analysing the potential of the beautiful and well-made in world markets. Joint in its 12th edition and realised with the support of UniCredit and in collaboration with SACE, this year the Report entitled 'The Potential of Made in Italy on the International Scene' was presented in Parma at the Unione Parmense degli Industriali.

The study, to which Federalimentare, Confindustria Moda, UCINA and FederlegnoArredo also contributed, shows that the BBF is worth EUR 122 billion and has a potential export increase of as much as 96 billion. Exports are directed more towards advanced markets, which absorb some 104 billion euro. It amounts instead to over 19 billion euro the amount of excellence exported to emerging countries which, due to their dynamism, both demographically and economically, offer relatively greater margins for growth. As far as potential is concerned, more than three quarters of it lies in the advanced countries (EUR 74 billion) and the remainder in the emerging countries (EUR 22 billion). Among the advanced countries, the countries with the greatest potential are United States (EUR 22.6 billion), Germany (5.7 billion) and South Korea (4.7 billion). The sectors that export the most are those related to the '3Fs' of Fashion, Food, Furniture. Among the emerging economies, the main markets are China (EUR 2.4 billion), Saudi Arabia (2.0) and Qatar (1.4). In addition to the sectors related to the '3Fs', Nautica also appears here, which is particularly flourishing in countries where there is a high-spending class of population. Both emerging and advanced countries, the two main competitors of Italian companies are France e China. La Russia is a market that would rank second in terms of exploitable potential in the ranking of emerging markets, but following the invasion of Ukraine it is inconceivable that trade could intensify.

BBF assets are those food, fashion and furniture products that are able to convey a distinctive added value of our country and, in return, obtain a price that is at least 20% higher than its global competitors. The Bello e Ben Fatto (BBF) continues to be lever of competitiveness for made in Italy. The ease of recognising Italian character as a feature of a product and appreciating it is why consumers are willing to give it a higher value than that produced by a competitor. The BBF and its distinctive features are the flag of Italianness in the world. This category of products encompasses all those goods that represent Italian excellence in terms of design, attention to detail, quality of materials and workmanship. These are high quality products that are distributed in all production sectors, but find their highest expression in the productions most closely linked to taste and creativity.

From this point of view, the BBF is the most easily recognisable expression of 'Made in Italy', taking up the most characteristic traits of Italy's cultural heritageof its traditions, its landscapes and its works of art, helping to compose the image of productive Italy. In this sense, 'beautiful and well-made' represents an important share of Italian exports worldwide, drives all Italian exportshaving not only an economic but also an intangible value. Italy exports 99% of the more than 5,000 products traded worldwideand by the same proportion the almost 1,400 final consumer products. Furthermore, is second only to China for variety of exported BBF products.

The analysis also identifies tools to activate the unexpressed export potential, indicating to focus on the corporate sustainability, on the channels of digital sales, on the international relations and on the recognisability of made in Italy.

The focus of the study included opportunities in ASEAN countries and the role of corporate sustainability.

Asia is not only China, the ASEAN countries also show significant potential. Although the impact of the health crisis significantly slowed BBF sales to these countries, registering a loss of almost 25%, the post-pandemic recovery of exports to these markets ensured a broad recovery of exports, which grew by an average of 32.2% per year between 2021 and 2022. Singapore, Malaysia and Thailand They stand out for BBF exports among ASEAN. And although the quality of Italian goods displaces the competition, it has to contend with insidious barriers to entrytariff and non-tariff.

Second focus, that on sustainability which acquires a central role in the pursuit of potential. The need to put sustainable development at the centre opens the door to a new way of doing business. It is no longer sufficient that enterprises aim at profit maximisation, but it is necessary to that these become aware of the impact of their choices on the environment and therefore improve the management of natural, financial and human resources. Consumer interest in sustainability is no longer an insignificant factor. To gain new market shares and secure the loyalty of current consumers, the degree of sustainability of the products sold cannot be neglected.