SACE (the Italian company providing credit insurance services for the exporting companies) has just published Rethink its famous dossier on Made in Italy export, covering the next three years business opportunities and marketing strategies with detailed forecasts on the market expected growth trends. The report shows how the Made in Italy manufacturers have changed their target markets focusing on emerging countries rather than the usual domestic and European destinations. Above all (see the chart below) is South Africa and the sub-saharan area, which reported an unprecedented boom in the commercial transactions. A key market offering concrete business opportunities especially in the design industry that will try to achieve better commercial results during the 2014 year of Cape Town World Design Capital.

Luxury market is the big driver. The expected average growth trend in the 2014-2017 period is 7.9%, which is simply a great perspective leading to the memories of the past golden age of Made in Italy brands rushing to huge export volumes. Quality makes the difference but the key advantage is an effective understanding on the present luxury trends leading the market: the extreme customization of the products, with the absolute luxury segment booming (no-logo products with unique excellence and highest quality materials) and the growing tailor-made offer targeting the emerging markets new customers. Important trends that are leading the market to a $ 250 bln total volume within 2016, according to the report, with a 15.6% growth compared to 2013, with a major quota for the jewel segment.

Design and home furniture will offer good opportunities as well. The turnkey projects in the international contract market (we’ve just been through the Dubai Expo 2020 big ones) are now a major marketing channel for experienced companies looking for a more advanced commercial relationship. It’s important to set up a proper business development strategy in this channel, especially because of the growing relevance of the architect and interior designer role, which is reshaping the design trends and the usual business relations in this industry.

It’s interesting a glance to the opportunities compass in the chart below. It shows the acquired markets on the left side, where sales levels and growth trends are quite established, and the new markets on the right side. Here the highest growth trends are reported, with a generally low level of market penetration and sales, with interesting perspectives for companies aiming to develop their business and set up a concrete advantage against future newcomers.

Despite the Italian description it’s quite easy to understand: on the left are the acquired markets, on the right the high potential ones (with low sales volume but high growth trend)