With over 60 million inhabitants, Italy can be an alluring market to target, but a complex one, too. From cultural nuances to education levels, here is a quick update about the Italian market.
Is your brand truly ready for the Italian market?
Andrea Ciulu
11.11.2021
6 MIN. READ
Back in Goethe’s time, a trip to Italy was a fundamental formative experience for the youth of the aristocracy who wanted to learn about history and art. Since then, understanding the Italian market has become somewhat less relevant and knowledge has been often substituted by stereotypes.
This might be a problem for brands wanting to expand here: if you are planning to, there are some things you should understand about your audience.
Prepping for the Italian market: know your regions and cities
Compared to other European countries, Italy has been united for a relatively short time. Until 1861 we used to be a jigsaw of kingdoms, republics and principalities, the borders between them changing constantly.
This – and the vertical shape of a country that goes from alpine climates to North African heat, set the stage for a country with very diverse local cultures. And when we say diverse, we mean they might sometimes look like different countries, with some ongoing rivalries.
This is why understanding Italians is easier said than done. If your product is going to be distributed only in some cities or regions, make sure you understand the local culture. In Milan, you might be appreciated for using a slick, cosmopolitan tone of voice, while Romans might better appreciate some easy-going sense of humor. In doubt, ask a local!
Get our perspective on the latest trends.
Subscribe to SUMO, our monthly newsletter.
Prepping for the Italian market: careful about the category you are trying to enter
Italians are pretty defensive about some things, some product categories you might want to approach with caution.
You know the first one: food, of course. Angry reactions of Italians to “food sins” have become an Internet favorite. This mostly concerns the proper way to prepare Italian recipes or using Italian ingredients. It doesn’t mean we don’t try or appreciate foreign cuisines but it’s good to know your audience perceives itself as “food purist”.
Introducing new flavors is absolutely possible, just make sure to take your time educating the audience and underline the purity of your ingredients. Also, target risk-takers first, like young people and foodies, who might drive others.
Another risky category is fashion: we wear clothes from all over the world, but go back to Italy for the classics. The common pattern is: we are open to foreign products if they are innovative and groundbreaking, but we stick to Italian brands when it comes to tradition.
Photo by Hathaipat K. on Unsplash
Prepping for the Italian market: if you are going mainstream, keep it simple
We don’t like to say it, but education levels in Italy are pretty low compared to the European average. Roughly 20% of Italians have a degree (European average is 33%) and 62% finished high school (79% in Europe).
If you are going really mainstream, then, be mindful of your audience and stay basic with your English or just use Italian in your copy. Remember, though, that this also depends on your target demographics. Education levels are increasing and young people are learning English better and sooner than their parents. A campaign targeted at a young audience might give you more freedom.
Also remember that education levels are not equal across the country, as they are significantly higher in big cities like Rome or Milan.
Photo by Moritz Kindler on Unsplash
Prepping for the Italian market: forget stereotypes, but not all of them
This, of course, is true for all countries. Stereotypes can be pretty offensive and could send your brand the wrong way. Whatever you do, don’t reference the mafia: while many seem to find it a humorous cliché, organized crime is tied to some of the most tragic moments in Italy’s history.
Are we mum’s boys? Pretty much so, but the thing has become pretty trite. Lots of young people live with their parents because of the economic crisis and they are pissed enough already. A country of passionate lovers? We sure like to see us that way but this is also a pretty trite cliché.
Our tip? Spend some time watching Italian movies and update your mental image of its people. Italians will thank you.
AUTHOR:
Andrea Ciulu —
Copywriter & Strategist
A creative and analytical thinker, with strong roots in advertising, Andrea crafts concepts, branding and communication strategies that make a difference.
5 Useful Personal Branding Examples From Our Portfolio
The term “personal branding” has become extremely popular in the age of self-promotion, but what does a personal brand look like? Here are five personal branding examples from Sublimio’s annuals.
READ MOREHow to Design a Luxury Hotel Brand
A luxury hotel brand is a precious asset: if done right, it can express the hotel’s uniqueness and find its place into the guests’ heart. Just don’t forget that everything you do creates your brand.
READ MOREBranding for Startups: Is It Really Important?
What value has branding for startups? A lot, and yet it is sometimes this vital piece of the puzzle is left behind, just to be addressed at a later stage. Here’s why it should be top of the list.
READ MOREWhat is Brand Awareness and Why Should You Care?
What is brand awareness? The word is sure thrown around a lot, but what does it really mean, why can it be so valuable for your business, and how do you grow it?
READ MORECan You Turn a Business Around With Branding?
65% of businesses fail within 10 years, proof that it’s not easy to turn a business around. Could branding be an untapped resource to traverse treacherous waters?
READ MOREWhat’s Included in a Brand Identity Package?
As you set up your brand or refresh an existing one, the brand identity package is a crucial part of the work. But do you really know what you are expected to find inside?
READ MOREHow to Create a Powerful Brand’s About Us Page
The humble About Us page is sometimes overlooked in favor of the flashy homepage. But this corner of the website is far from useless. Here’s how you can make it work.
READ MOREWhat the Best Branding Agencies Do Right
What do the best branding agencies have in common? Not necessarily their style or approach, of course, but a set of values that delivers outstanding work.
READ MORE6 Luxury Branding Dos and Don’ts
Luxury branding is – in a sense – a league of its own, with its own dos and don’ts. The luxury audience has very precise expectations, and you’d better not break them.
READ MORECan you expand a small business with branding?
If you are looking to expand a small business, you have several ways to do that. Maybe you haven’t been thinking about branding, though. We explain why it might actually help your efforts.
READ MOREIs brand purpose really so important?
Everybody seems to be talking about brand purpose today. But while the keyword might be fashionable, businesses need to think hard about what it really means for them.
READ MOREThe importance of brand characters as part of brand identity
Have you ever considered the idea of tying your brand identity to a fictional character? It might sound like an obsolete choice, but numbers might just change your mind.
READ MOREWhere to start to build your personal branding
Turning yourself into a brand scares most people, especially because it’s hard to figure out how to differentiate oneself. And yet the answer might be easier than you think.
READ MOREHow to set your communication strategy if you have a “boring” brand
Not all brands are Nike or Burger King. But this doesn’t mean you should just put up with being “boring”. Just the opposite: it’s always possible to be interesting, as long as you have the right communication strategy.
READ MOREWhat brands should learn from gaming culture
Once considered a niche phenomenon, gaming is today the driving force in the world of entertainment, but most of all a culture that unites billions of people. And one that brands should watch carefully.
READ MOREThe brand touchpoints your strategy shouldn’t overlook
The experience a client has of a brand is the result of many concurring elements. We often focus on only some of these, missing some precious opportunities.
READ MOREWhat makes a good brand story
Storytelling. Easier said than done. What does it mean for a brand to “have a good story”? And how do you build one?
READ MOREBranding across cultures: how to make it work (a true story)
As we get used to global brands, we tend to overlook the challenges of bringing a brand to a different culture from its own. Here are some pitfalls and solutions.
READ MOREHow relevant is nationality for a global brand?
In a global market, the national roots of a brand can add value. As long as you can leverage them in the right way.
READ MOREYour brand won’t work without a company culture
Companies are not black boxes, but entities that the world can see. What happens inside them contributes to defining their brand.
READ MOREHow to get a brand naming right and survive
Naming a brand might be one of the most exciting journeys, but also one of the most distressing. Some advice to avoid it going downhill.
READ MOREHow to think about content strategy for a luxury audience
Luxury brands can’t bask in the glow of that one-off commercial anymore. To connect with their audiences they must produce content. A lot of it.
READ MOREHow do you create a luxury brand today?
As all brands struggle to understand the evolving customer, luxury brands have the most daunting task: ushering their intangible values into a new era.
READ MOREStrategy for jewelry brands: do you know your audience?
Jewelry customers differ wildly. Knowing who is going to buy your jewels makes all the difference for structuring your brand.
READ MOREFashion websites should be digital trips
Fashion brands have a long experience in breaking rules, inspiring us and taking us to distant worlds. Why does this not happen on digital?
READ MOREHow do you design a luxury logo?
Entering the luxury market is not an easy feat to accomplish for a brand. Attempting it with the wrong logo can be an utter disaster.
READ MOREDo fashion brands really need copywriting?
Fashion brands are traditionally very scrupulous about visuals in their communication. Does this leave out words?
READ MOREHow to choose the best branding agency for your project
Creating a brand is such a sensitive matter, you will want to make sure you pick the right partner for the job. Here’s what to look for.
READ MOREHow to define a brand tone of voice you will actually use
Tone of voice is essential for your brand identity, but will you ever use that nice document or will it just sit somewhere on your hard disk?
READ MOREHow we created a boutique branding agency
Sublimio’s founder Matteo Modica shares his experience in starting and developing a boutique branding agency over the years.
READ MORECan small business really avoid developing a brand strategy?
For smaller brands it might be tempting to skip strategy and just get a bloody logo. But cutting corners might backfire.
READ MOREWhat can a boutique branding agency do for you?
Does branding require a large agency? Not really. Here is what brands can expect when working with a boutique.
READ MOREDo you need a logo design? 11 tips to write the brief
A complete briefing helps the designer to work better and faster, and the company to get the logo it had in mind. Here are 11 essential points.
READ MORENew logo vs. logo restyling: what is the best choice for a brand?
Like a custom-made suit, even a logo ages. And here the doubt often arises: change it completely or opt for a restyling?
READ MOREWhat designers don’t tell their clients
There’s nothing more dangerous than a designer who just says yes. I say this as a designer, but I do it in the interests of my customers.
READ MOREThe basic reasons why your brand is not working
When a brand doesn’t work every communication initiative is accompanied by enormous efforts. Here are some possible causes (and solutions).
READ MOREShould luxury brands leave social networks?
A complete briefing helps the designer to work better and faster, and the company to get the logo it had in mind. Here are 11 essential points.
READ MOREWhen a professional designer works for free
Are there situations in which it is legitimate, permitted or simply reasonable to adapt one’s professionalism to the context?
READ MOREFive things I learned about creative work in 2018
Why are all fashion logos in the world becoming the same?
Why fashion logos suddenly became identical? In my opinion, it’s not because of designers’ laziness.
READ MOREWill digital flatten the world of luxury?
Unique fashion branding now loves stories
Something is happening, in the fashion world and specifically in the fashion brand communication: from image, fashion is becoming a story.
READ MOREBeware: you’re already doing personal branding (even if you don’t do anything)
Some of us believe in it, others despise it. But all of us are doing personal branding, constantly. We just don’t realize it.
READ MOREThe brand and the founder’s effect
Is it obvious that a brand should reflect the nature of the founder? The answer is blurred and comes from my personal experience.
READ MOREYou read what we think.
Now see what we can do.