(Finance) – “La fashion it is living culture, that is, it originates from what happens around us and at the same time is a catalyst for it. Today the consumer is different, we all have contradictory behaviors: we shop with our cell phones but we also go to the store to receive assistance, we live consumption as an experience. Like Forza Italia we took care of protecting historic brands and above all historic shops and workshops which are an integral part of the shopping experience linked to the territory”. He said it Valentino Valentini, Deputy Minister of Business and Made in Italy, in a meeting with some Prato companies representing the fashion system.
“I believe – continues Valentini – that the path that could be followed is the one taken with European agriculture: the Pac initially it subsidized production but then it was seen that the farmer also guaranteed the landscape and the environment so the EU also began to finance the protection of the territory. Our historic shops also have this function, especially the centers of our cities which must remain vital and therefore we will have to see how to recognize this function”.
Between luxury and low-cost productshe added, “the intermediate range product is starting to disappear due to the competition from fast fashion. In such a fragmented market it will not be easy to educate the consumer to abandon the poorly qualified product, when not counterfeit, and move towards a quality product. The strength of fashion must help us understand that excesses of fast fashion have a negative impact on the environment, like throwing plastic into the sea, that this way of consuming cannot go on forever and that we need to return to quality, to our supply chains. We must prepare, but we are also at the forefront on this path with a Made in Italy that combines craftsmanship and technology”, concludes the deputy minister.