In Italy, craftsmanship has traditionally been associated with Small and Medium Enterprises (SMEs); these can be demonstrated in distinctive examples of excellence, but on the other hand of great weaknesses; However, Large companies have begun to understand the craftsmanship values, encompassing the role of artisans in their marketing strategies. The artisan’s role of initiator and co-designer is seldom recognized by major brands, and many big companies actively conceal the contributions made by production excellence within SMEs. Maintaining this non-recognition—within the fashion community, between brand and producer—keeps consumers focused on the intangible value of the brand, rather than the tangible value contributed by traditions and innovations within production.

Artisan as a Maker or Artisan as a not Recognized Co-designer?

GORETTI G;
2019-01-01

Abstract

In Italy, craftsmanship has traditionally been associated with Small and Medium Enterprises (SMEs); these can be demonstrated in distinctive examples of excellence, but on the other hand of great weaknesses; However, Large companies have begun to understand the craftsmanship values, encompassing the role of artisans in their marketing strategies. The artisan’s role of initiator and co-designer is seldom recognized by major brands, and many big companies actively conceal the contributions made by production excellence within SMEs. Maintaining this non-recognition—within the fashion community, between brand and producer—keeps consumers focused on the intangible value of the brand, rather than the tangible value contributed by traditions and innovations within production.
2019
978-3-030-20215-6
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11568/1201373
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