Umgcini woBunewunewu baseTaliyane: Lukhanuki Luthando

I-Italiya ikwintloko yomgca kukhuphiswano oluphezulu lobunewunewu kuba ivelise iibrendi ezinqwenelekayo zangoku nezikhoyo ngoku kunye nabayili. AmaTaliyane anconywa ngokubumba, ukuyila, ukukhuthaza, emva koko asihenda ukuba sithenge izinto zabo zodidi kunye neenkonzo zabo. Imveliso yase-Italiya kunye nobuchule bobugcisa buhlonitshwa njengeyona migangatho iphezulu kwicandelo lefashoni/ifenitshala/leenkonzo kwaye uphawu lwentengiso “Yenziwe e-Italiya” luphawu lwehlabathi jikelele lomgangatho kunye nomahluko.

Luxury Ngaba

Ubunewunewu, ngokwenkcazo, ilingana ne-LUST, evela kwigama lesiLatini elithi LUXURIA (ukugqithisa), kunye ne-LUXUS (i-extravagance), ibe yi-LUXURE ngesiFrentshi. Ngamaxesha ka-Elizabethan, ingcamango yokunethezeka yayinxulumene nokukrexeza, i-morphing ithetha ubutyebi okanye ubukhazikhazi.

Kwiinkulungwane zangaphambili, ubunewunewu babumalunga nobugcisa nokuba nezinto ezingafumaneki lula kwabanye. Ezinye zezi zitshintshile ngokunyuka kwemveliso eninzi, urhwebo lwehlabathi jikelele, kunye nokufikelela kwihlabathi jikelele kuyo yonke into nayo yonke into.

Ayizizo zonke i-Luxury ezidalwe zilingana

YINTONI KANENE bubunewunewu kwaye yintoni eyenza Ubunewunewu baseNtaliyane Iimpawu zimi intloko kunye nezithende ezizithende ngaphezu kwamanye amazwe kunye neempawu xa kuziwa kwiingcamango, ukuyila, ukubulawa, ukuthenga kunye nokusetyenziswa? Ngaba umgangatho wezinto eziphathekayo? Uyilo? Ixabiso? Ubukho okanye ukunqongophala kophawu?         

Ekuqaleni

Ingqikelelo yobunewunewu iqala ngombono wokuzikhethela, ulwazi kunye/okanye uvakalelo lokuba ayinguye wonke umntu oya kuba nokufikelela kwimveliso/ amava athengiswayo yibrendi. Zivela phi ezi ngcamango? Ngokwesiqhelo, zibangelwa yiprism yomgangatho, intuthuzelo, ubuhle kunye nokuvela njengoko abathengi kwihlabathi liphela befuna ukufumana (kwaye rhoqo ukuqokelela) iimpahla ezichongiweyo njengobunewunewu.

Indibaniselwano yeziganeko

Oko kubunewunewu namhlanje kwahlukile kunokuba kwakunjalo kumashumi eminyaka eyadlulayo. Uphando lugqibe ukuba i-globalization, i-Intanethi, itekhnoloji yedijithali, kunye namava obomi baye bandisa imbono yomgangatho kunye nokubodwa, ngoku kuchazwa yiminqweno kunye neendlela zokuphila eziye zatshintsha kumashumi eminyaka.

Uphando lukwafumanisa ukuba abathengi abaphezulu bobunewunewu bafumana iimpawu/iimveliso/iinkonzo ukuze bahlule kwabanye; nangona kunjalo, ukuthengwa kobunewunewu bexesha langoku akunyanzelekanga okanye kusekelwe ngokupheleleyo kwixabiso, kwaye amalungelo okuqhayisa asenokungagxininisi kwimali "njengokumela yedwa." Xa babuzwa ngentshukumisa yabo yokuthenga, abanye abathengi abazizinhanha abazange bacinge ukuba awona mava ohambo axabisekileyo ayengawona abiza kakhulu; ingcamango yabo yokuhamba obutofotofo iquka iimpawu/imilinganiselo engaphaya (okanye ecaleni) kwexabiso. Iibrendi zehotele ezitofotofo ezijolise kubathengi bobunewunewu bafumanisa ukuba iindwendwe zabo zixabisa iyantlukwano, ukubandakanywa, ukuyila kunye nokuvuleleka - ukufuna injongo yenjongo exhaswa luphawu.

Ukusebenza ngokwakho

Utshintsho lusuka kulwaneliseko lwangaphandle ukuya kwangaphakathi. Abafumana umvuzo ophezulu (u-HENRY - umvuzo ophezulu ongekatyebi okwangoku) bafuna amava abanceda bafunde, bahluke, baveze ukuba bangoobani, kwaye banenjongo engaphaya kokutotoswa nokuthuthuzela. Ubunewunewu buhamba ukusuka ekufumaneni okanye kwiindawo zokutyelela, ukuya ngakumbi malunga nokuba bafuna ukuba ngubani kunye / okanye ukuba.

Ubunewunewu. Indlela yaseItali

Iinkampani zase-Italiya ziyila kwaye zivelisa izinto zodidi oluphezulu zikhokela ihlabathi. I-Itali ikwindawo yesine kwimakethi yeempahla zobuntu, ilandela i-US, i-China kunye ne-Japan. I-Milan-based Altagamma Foundation (ingxelo ka-2020), yafumanisa ukuba ishishini leempahla zodidi lixabisa malunga ne-115 yeebhiliyoni zee-Euro (i-130.3 yeebhiliyoni zeedola zaseMelika). Ileyibhile ethi "Yenziwe e-Italiya" yayixabisa i-2,110 yeebhiliyoni zeedola zaseMelika (2019) ngokwengxelo yonyaka eveliswe yi-Brand Finance, eyenza i-Itali ibe yindawo ye-10 kwihlabathi ngelona xabiso liphumeleleyo kunye nenzuzo yexabiso lesizwe. E-Itali, ishishini lefashoni lilodwa lixabisa phantse iidola ezingama-20 zeedola zase-US kwaye i-Itali yinkokeli yamazwe ngamazwe kwicandelo lesikhumba (ukususela ngo-1500s) emele i-65 yepesenti yemveliso yesikhumba yaseYurophu, kunye ne-22 yepesenti yemveliso yehlabathi.

Abavelisi base-Italiya abaxhasa ezona mveliso zinkulu zase-Italiyane (oko kukuthi, i-Gucci, i-Prada kunye ne-Giorgio Armani) kwanyanzeleka ukuba bavale ngenxa yobhubhane kunye nee-odolo zehla kwihlabathi jikelele. Le meko iye yantsonkothelwa kukulibaziseka kweentlawulo zikarhulumente zokhuseleko loluntu, kunye nemali-mboleko exhaswa ngurhulumente, nto leyo ebeka emngciphekweni ukuveliswa kweepesenti ezingama-40 zeempahla zodidi lwehlabathi.

Akufanele simangaliswe kukufunda ukuba uninzi lweempawu ze-Italian ze-iconic azisalawulwa ngamaTaliyane. Uphononongo lweNdawo lweMediobanca minyaka le lunikela ingxelo yokuba kangangeepesenti ezingama-40 zefashoni eziphambili zaseItali zezamashishini angaphandle. Kwiinkampani ezili-163 ezibala ingeniso yonyaka engaphezulu kwe-US$ 100 yezigidi, ezingama-66 zezefemu zangaphandle, ezingama-26 zezabatyali-mali baseFransi, ezi-6 zezaseBritane, ezi-6 zabaseMelika kwaye ezi-6 zezenkampani zaseSwitzerland.

IVersace yathengiswa kuMichael Kors, uGucci, uBottega Veneta, kunye noPomellato beqela lesiFrentshi iKering; I-Pucci, i-Fendi, ne-Bulgari, yeqela le-LVMH yesiFrentshi; UGiorgio Armani, iDolce & Gabbana, i-OVS, i-Benetton, i-Max Mara, i-Salvatore Ferragamo, kunye ne-Prada iyaqhubeka ibe yinkampani enenzuzo kakhulu ehlala phantsi kobunini obuthe ngqo base-Italiya.

U-Etro usanda kuthengisa i-60 yepesenti kwiqela le-equity yangasese elawulwa yi-LVMH i-L Catterton kwaye kungekudala iza kukhokelwa yi-CEO entsha, uFabrizio Cardinali, ngoku igosa eliyintloko elisebenzayo likaDolce & Gabbana. Usapho lwakwa-Etro lube ngumnini-zabelo omncinci kwaye ikamva lolu phawu, elaziwa ngamalaphu e-paisley, aliqinisekanga. Ezinye iimpawu zokunethezeka ziqhubeka zithembela eChina (ngokukodwa), kwaye oku kunokuba yimpazamo.

NgoDisemba 2015, iFendi yandisa ukufikelela kwayo kwaye yavula i-Private Suites, ihotele enamagumbi asi-7. Le projekthi iyinxalenye yenkqubo yenguquko yale nkampani idumileyo eyaqala njengebhegi, kunye nevenkile yoboya eRoma ngo-1925, kwaye ngoku ibonelela ngempahla yamadoda, abafazi, nabantwana ukusuka entloko ukuya ezinzwaneni. Uphawu lukwafumaneka kwiiwotshi, kunye nomgca weCasa wempahla yasekhaya, kunye nezixhobo.

IPalazzo Versace yaziswa kwiGold Coast yaseOstreliya (ngowama-2000) yaza yakhuthazwa “njengehotele yokuqala emhlabeni ephawulwe ngefashoni.” Oku akunakuchaneka ngokwenyani njengoko usapho lakwaFerragamo (iipropathi zaseFlorence, eRome naseTuscan) bezisebenza ngaphezulu kweminyaka engama-20. Ihotele yaseArmani eDubai yavulwa ngo-2010 eBurj Khalifa, esona sakhiwo side kwiplanethi. Ngo-2011, u-Armani wavula indawo yaseMilan elawula ibhloko yesixeko sonke. I-Bulgari yavula ihotele ngo-2004 kwaye i-jeweler yase-Italiya yanda ukuya e-London nase-Bali ngezicwangciso zokuvula iipropati e-Shanghai, e-Beijing nase-Dubai. Kuyathakazelisa ukuqaphela ukuba ukwandisa uphawu akusoloko kuphumelela; i-Hotel Missoni Edinburgh kunye ne-Maison Moschino e-Milan yavulwa kwi-2009 kunye ne-2010, ivala ngo-2014 kunye ne-2015.

Kwenziwe ntoni

Inkqubo yezoqoqosho yase-Italiya isekwe kumaqumrhu amancinane ukuya kumancinane angama-93 ukuya kwengama-94 ekhulwini. Ngo-2019 imboni yefashoni yase-Italiya ibixabisa i-1.3 yeepesenti ye-GDP yelizwe lonke kwaye ukukhula bekukho ngaphandle kweminye imingeni yezoqoqosho elizweni. Ukwanda kwentengiso kumazwe ngamazwe e-Itali njengendawo yabakhenkethi kunye nondoqo wokwenziwa kwezinto ezitofotofo kuya kunceda ukuqalisa koqoqosho njengoko iimveliso “Ezenziwe eItali” zifikelela kuma-60 epesenti yenkcitho yokhenketho iyonke.

Iimveliso zefashoni zase-Italiya zizama ukwandisa iimarike, zikhuthaza iimveliso "njengehlabathi jikelele" e-Asia, e-US naseYurophu. Iimpawu zosapho ezisazimele zijonge abatyali-mali ukuze zikhuphisane kwaye zikhule. Abatyali mali babucala, bevuma ixabiso elihlala lihleli loyilo lwase-Italiya kunye nokuveliswa, bajonge amathuba amatsha. Kusenokwenzeka ukuba ukulungelelaniswa kwe-odolo kubathengi abakhethiweyo baya kubuya ngokukhawuleza kunobunewunewu obuqhelekileyo benkcitho enkulu efuna uhlengahlengiso ngokwasengqondweni.

Uphuculo lwedijithali lelinye ithuba leemveliso ezifuna ukusinda kunye nokukhula kodwa ayisiyonto i-slam / dunk njengoko iibrendi zodidi oluphezulu kuya kufuneka zincame izinto eziqinisekileyo, iindawo ezithuthuzelayo kunye nemodeli yeshishini kunye nokunqongophala komdla kwizinto ezintsha, ukuthanda iinqaba zeendlovu, kunye nezitiya ezifihlakeleyo, imodeli yoshishino ejoliswe ngamadoda kunye nendlela engqongqo yabo baphumelele iindebe kwixesha elidlulileyo. Indlela yetekhnoloji imalunga nesidingo sokwenza izinto ezininzi, ukukhuthaza kunye nokukhuthaza iimbono ezahlukeneyo, ngelixa udibanisa amashishini akwi-intanethi nangaphandle kweintanethi.

Ukwalathisa ubuNtofontofo baseNtaliyane

Ukuba ulishishini lamaTaliyane elincinane ukuya kweliphakathi kwaye unomdla wokungena kwimakethi yase-USA, ivenkile enye yi-Arhente yoRhwebo yase-Italiya (ITA) esebenza ngokubambisana noMphathiswa weMicimbi yaNgaphandle kunye noPhuhliso loQoqosho. Ikomkhulu eRoma, enye yeendima zayo ezininzi kukukhusela uTyalo-mali oluNgqo kwaNgaphandle e-Itali kunye nokunyusa / ukomeleza ulwazi lwamashishini ase-Italiyane kunye nemeko yawo yolawulo. Le arhente yaqala ngo-1926 kwaye isenokuba lelona sebe lidala likarhulumente elijongene nokukhuthaza urhwebo lwezoqoqosho.

Ngamanye amaxesha oosomashishini base-Italiya bayayihoya indawo yentengiso yase-US kuba ilawulwa ziimpawu ezinkulu zase-Italiya kwaye kunokuba ngumceli mngeni ukufumana amahlakani adibeneyo ukuze i-ITA iqhube iintlanganiso ngokubonakalayo nangomntu. Kutshanje, i-ITA, (ixhaswe ngemali ngokuyinxenye yifomu yesibonelelo uRhulumente wase-Italiya), isungule iqonga lewebhu elaziwa ngokuba yi-EXTRAITASTYLE (ISitayile esingaqhelekanga saseTaliyane) ngenjongo yokunceda oosomashishini base-Italiya bakhulise ubukho babo base-USA.

I-ITA ikwabonelela ngezifundo zoqeqesho kwiinkampani ezintsha kumaqonga ehlabathi aquka iAmazon, Alibaba kunye neWeChat. Ukongeza, i-arhente ixhasa ukuhanjiswa kwiivenkile zesebe kwiimveliso ezivela kwifashoni ukuya ekudleni.

Ukwalathisa ukusebenza eNew York ukusukela ngo-2019 ngu-Antonino Laspina. Xa ndisandula ukudibana naye kwiofisi yakhe yaseManhattan (ejikelezwe yifenitshala yesikhumba eyoyikekayo yaseTaliyane kunye nezixhobo) kwacaca ukuba iLaspina ikhululekile kakhulu emele iimveliso zodidi lwaseTaliyane. Uzalelwe eSicily, wathweswa isidanga kwisayensi yezopolitiko, urhwebo lwangaphandle, kunye nolawulo lokuthumela ngaphandle. Ubuye wafunda idiplomacy kwi-Italian Society for International Organisations (SIOI). Wajoyina i-Arhente yoRhwebo yase-Italiya kwi-1981 kwaye ithunyelwe e-Asia, kuquka i-Seoul, i-Kuala Lumpur, i-Taipei, ne-Beijing.

Kwi-2007, uLaspina wabizwa ngokuba ngumnye "we-10 Abahlobo abakhulu baMazwe ngaMazwe aseShayina" yikomiti yentlangano yeVeki yeMfashini yaseChina. Le mpumelelo ibalaseleyo yalandelwa ngokukhawuleza kuphuhliso lweProspero Intorcetta Foundation, apho wanyulwa njengomongameli. Isiseko sinikezelwe kumaJesuit aseSicilian owayehlala eTshayina ngenkulungwane ye-17 kwaye aguqulela amaqhekeza amaninzi omsebenzi kaConfucius kwisiLatini okokuqala. Kwi-2008, uLaspina waba lilungu leBhodi yabaLawuli beYunivesithi yaseKore, Enna, Italy.

Ukususela kwi-2015, i-Laspina igxininise ekuqulunqweni kweenkonzo ezifunekayo zophuhliso lwamashishini ngamazwe kuquka ukuthengisa, kunye noqeqesho. Ulilungu leQela leeNkokheli eziLutsha (i-Itali-United States Council (1998).

Ngolwazi olongezelelweyo: umkhenkce, extraitastyle.com, italist.com/us.