Interview with Emanuele Tabellini, CEO of Ital.ly, e-commerce platform for the promotion of Made in Italy
Made in Italy is not only a resource for our country, but also one of our greatest sources of pride. Our manufacturers and artisans are in fact among the most appreciated in the world, in any sector and within which they operate. From food to manufacturing, Made in Italy represents excellence, thanks to the excellent raw materials offered by our land, but especially for the great merits of the craftsmanship of our professionals.
Ital.ly was born in this sense: it is in fact a project that aims to promote Made in Italy in the world in the field of fashion, offering the possibility to Italian artisans to tell their story through a digital platform. Ital.ly tells wonderful stories and offers an online shop that follows the concept of slow fashion eco-sustainable, a fashion “slow” and cured that goes in absolute contrast with mass fashion.
La piattaforma
Ital.ly is divided into three large areas:
- the space dedicated to artisans
a section dedicated to the stories of fashion artisans
- the magazine
a section dedicated to the news in the field of sustainable fashion
- the shop
a real e-commerce where you can buy unique and exclusive objects, totally handmade by Italian artisans
To learn more about Ital.ly and its philosophy, we have the pleasure today to host Emanuele Tabellini, CEO of this beautiful company. Don’t miss this new interview.
How did the idea of Ital.ly come about?
Our Bel Paese is populated by countless artisanal realities that face the adversities of the moment and seek new opportunities to face the future. These protagonists of Made in Italy want to show the world their skills, an ancient tradition often handed down from generation to generation and infused in unique and original objects.
However, often these artisans do not master the mass media that would allow them to reach a broad audience in a short time and effectively. Itally responds to these needs and offers them an innovative approach.
How long did it take to shape the project?
Itally was born with the desire to promote the Made in Italy in an innovative and original way. On the wave of the innovative approach, the idea of the fashion truck was born. In 2019 we were ready for a new adventure: with the truck full of products of our artisans, we wanted to travel the Italian know-how and tell the life and stories of our protagonists. Unfortunately the Covid-19 emergency forced us to change our plans. And that’s how the Itally shop was born.
How is the market responding? How are artisans and consumers reacting?
Our reality is expanding towards new horizons. In the last period several artisans have become part of our project. Thanks to them we have expanded our range of products, which now includes clothing, jewelry, bags, shoes and other accessories, such as sticks, umbrellas and masks. We are looking at the markets of Asia, where Made in Italy and its artisanal products seem to be very successful. In addition, we also have other projects on the way to sectors not yet involved.
How important is it, in a fast and digital era like this, to rediscover the “manual” works that still represent Italian excellence?
It is increasingly important. Consumers have become more aware and more responsible in recent times. They are driven by the need to know what the origins are, how products are made and who is behind them. It goes without saying that the handmade conceals an emotion that cannot be reproduced with machinery. We speak of passion, charm and tradition, elements inherent in the human being and that only he is able to generate.
There is also another thought that has accompanied us in the drafting of the project. Nowadays, the transfer of knowledge, experience and knowledge becomes complicated or not immediate. We fear that the jobs of fathers may not be welcomed by their children and that they may be irretrievably lost in time. Itally with its activity also has an interest in keeping alive the Made in Italy brand and therefore provides support in telling the stories and experiences of those who possess this knowledge.
How do you promote your craftsmen?
Itally is aware that to enhance the craftsmanship knowledge must convey tradition and innovation. In the shop there is a section entirely dedicated to artisans, a real anthology of product creators. Each page reports the history of our protagonists, the evolution of their work, the particularities and uniqueness of their artifacts. Through images, articles and emotional videos we can show the person behind hard work, meticulous, driven by experience and a family with the same skills. Of the person in contact with the surrounding area that is a source of inspiration and from which he often draws on the materials that shape his works. This is our added value, it speaks of magic, dedication and admiration.
Curiosity: what is the story you are most fond of?
The realization of emotional videos brings us to know all our craftsmen. During the day of shooting we try to get in touch with them, creating a relationship of complicity. We get to establish a bond of mutual trust that makes them feel comfortable and allows them to let themselves go to the story in a more natural way in front of the camera.
We know our protagonists, we collaborate closely with them from the beginning of the path they undertake with Itally. We appreciate their peculiarities and we exalt them because they are the ones that make them unique.
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