Il settore dei tessuti, tra made in Italy e mercato globale, uno studio sociologico per l’internazionalizzazione.

This research scheme was born thanks to the Eureka’s project: a special educational project that see the collaboration between the University of Macerata and the company La Firma tessuti. The main purpose was to study an efficient communication strategy able to expand the selling power of this little Italian fabrics company on an international level. The research project, The tissue sector between made in Italy and the global market, a sociological study for internationalization, was developed into four different sections: two chapters were dedicated to the economic affairs, the others to the sociological ones. The thesis describes the situation of the Italian economy focused on the little companies (10 - 50 employees) and, overall, the micro companies (less than 10 employees) manufacturing Made in Italy products. For these last ones, the internationalization towards the emerging markets is a key point of their development and survival. In the context of the textile background the attention was focused on Offshoring and Back shoring phenomena. In particular, thanks to economic statistics made during the years, it was analyzed the Made in Italy perception, in all sectors and in the fashion one, in Russia and China. The economic section was closed with a study of the latest challenges for the textile market. The new frontier, in effect, is to concentrate the efforts on the green economy looking for eco-friendly production methods (i.e. the rediscovery of the natural yarns). The sociological studies were based on the observation during three years (2014-2016) of La Firma tessuti customers coming from China and Russia. It was an ethno-sociological research focused on three different Russian entrepreneurs and a questionnaire submitted to a group of Chinese buyers. The goal was to explain their approach to the Made in Italy fashion world buying fabrics. Thanks to the sociological and the economic analysis, it was able to find the main features of the Made in Italy perception in the textile field. This was the solid basis to organize a communication strategy helping the company to penetrate new foreign markets such as the north European and the East one. At the end it was illustrate how the analysis can be used to present, in a useful way, La Firma tessuti fabrics in these countries.