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

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.