Politecnico di Milano, Politecnico di Bari, Università degli Studi di Firenze, AEFFE S.p.A
The research project aims to define a new competitive paradigm for Made in Italy companies based on sustainability and circularity, developing models, approaches, and methods for outlining and implementing marketing strategies based not only on qualitative excellence, which always characterizes Made in Italy productions, but also on the added value of sustainability and circularity. The research will first focus on enhancing branding strategies and understanding consumer responses, and then will investigate the potential offered by new technologies (ie. Metaverses and Virtual realities and metaverses) for the sustainable and circular made in Italy implementation of effective product offering and communication strategies. The project is articulated in eight work-packages:
WP1. “Sustainable and circular Made in Italy” brand concept and strategies.
A first interpretative model will be defined for the development of the “sustainable and circular Made in Italy” brand concept (values, identity and image elements). On this basis, qualitative research will be conducted through: a) interviews with branding consultants and brand managers aimed at defining the guidelines of the brand-building strategy; b) focus groups with consumers of 3As products to deepen their perspective on the “sustainable and circular Made in Italy” brand image and to better define the communication target.
WP2. Communication strategies for “sustainable and circular Made in Italy” brand.
Based on a literature review, a multi-method research will be conducted involving SMEs and large companies, with the aim to define a roadmap for communication strategies of sustainable and circular Made in Italy product offerings, leveraging the opportunities offered by digital technologies.
WP3. Policies and tools for the protection from counterfeiting.
Based on a literature review on the instruments for anti-counterfeiting, we will conduct focus groups and interviews with key experts and representative customers, with the aim to define managerial guidelines of best practices and technologies for anti-counterfeiting (e.g., blockchain).
WP4. Metaverses applications and impact on sustainable goals.
Aimed at mapping the landscape in terms of creative and design industries/metaverse applications/sustainable goals.
WP5. Metaverses and sustainability of Made-in-Italy Fashion.
Aimed at identifying how the use of selected digital technologies (i.e., body scanning/virtual filters) can optimize the relationship between apparel sizing and embodiment and making fashion more sustainable for producers as well as consumers.
WP6. Metaverses and sustainability of Made-in-Italy companies’ organization
Aimed at identifying the variables that determine how metaverses can contribute to achieving, altering or obstructing social sustainability (equality, diversity, and inclusion) in Made-in-Italy companies’ workplaces.
WP7. Drivers and barriers of sustainable consumer behaviour
Aimed at investigating consumers’ perceptions (e.g., in terms of product quality, aesthetics, green utility), behavioural intentions (e.g., purchase intention, willingness to pay a premium price or to adopt a given sustainable behaviour) as well as drivers and barriers to sustainable consumption, as related to different alternative options to make products sustainable. Research will focus on specific categories of Made in Italy products related to fashion or fashion accessories.
WP8. Digital communication models of sustainable fashion in Italy
Aimed at investigating innovative websites, social networks and digital platforms in order to define customer-based marketing strategies, related to the environmental and social sustainability of fashion processes and products.
WP1. “Sustainable and circular Made in Italy” brand concept and strategies (M3-M36)
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WP2. Communication strategies for “sustainable and circular Made in Italy” brand (M3-M36)
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WP3. Policies and tools for the protection from counterfeiting (M3-M36)
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WP4. Metaverses applications and impact on sustainability goals (M1-M12)
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WP5. Metaverses and sustainability of Made-in-Italy products’ consumption (M10-M24)
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WP6. Metaverses and sustainability of Made-in-Italy companies’ organization (M20-M36)
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WP7. Drivers and barriers of sustainable consumer behaviour (M3-M24)
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WP8. Digital communication models of sustainable fashion in Italy
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