156 Mustafa Sabbagh Made in Italy© Handle with Care Breaking News – from Italy [Place X, Date Y] – Made in Italy©: the Italian Excellence’s offer becomes more and more varied, during historic periods like the one we are living in, so highly critical and – at the same time – so deeply entangled, within an adversarial (however urgent it indeed is) global market. The universally renowned 3F – Fashion, Food, Furniture – that, over the years, have secured the worldwide appreciation of our brand are enriched with a further F, a very promising product, which however, as usually happens for any product launch on the market, in the first instance struggles to be spent and understood by the social fabric within which it is connected. Moderately in alarm, the experts on Consumer Behaviour: «It would be appropriate to begin by better defining all the treaties regulating the import/export issue related to the product – which notably fall under the UN Declaration of the Rights of the F. Drafted in 1924, approved by the United Nations in 1959, revised in 1989, to date this Declaration does not play a binding role for the individual EU States, from a merely legal point of view. An urge deemed to be requested out loud to the brand control sectors, given the proper characters of the free market and the merchantability (combined with the extreme delicacy) related to the product F., in order to modify from the depth the buyers’ and consumers’ attitude and habits – being Italian or not». What’s the meaning of these words, which come directly from the knowhow experts? Simply said: the aforementioned Declaration of the Rights of the F., among all the import/export treaties, does not fall within the so-called hard law jurisdiction, totally binding for international relations, according to which pacta (or producta, Ed.'s Note) sunt servanda. In fact the Declaration belongs to soft law, which mainly regulates the so-called lex mercatoria; therefore, to fact, F. is a product. A Made in Italy© product – despite all the difficulties of perception experienced by those who are not receptive to the social change taking place. ¹ Fanciullo (transl. Child) A product to be handled with care – taking into consideration its fragility, its ductility, but also its really high potential: we are talking about a 100% Intelligent Energy product. Neither a mere marketing move, nor a branding attempt, but rather a real task of familiarization with the product F. is the one leaded by Mustafa Sabbagh, he himself at that time belonging to the merchandising category which we are concerned with. His still lifes about the product category in question, decontextualized by any type of use and consumption could be made with F., underline how low (and merely packaging-related) are the differences compared to the Protected Designation of Origin product, as far as we have always conceived it. In analysing the GDP curve by an optimizer perspective related to the cost/benefit ratio, both the micro- and the macro-economic experts agree in considering the product F. as a consumer durable good par excellence. What makes it durable is its absolute transversality. What makes it inestimable is its own, huge, range. After all, both retailing and wholesaling market analysis speak clear: given that the three dimensions of the contemporary consumer are 1. experiential attitude, 2. multitasking skills and 3. cross-cultural nomadism, then Sabbagh’s management in affixing the Made in Italy© brand to the product F. has all the characteristics of the winning choice. Because the product F.¹ represents the safest investment. Because investing in the Future is the only winning kind of Made in Italy©. All citizens have equal social dignity and are equal before the law, regardless of sex, race, language, religion, political opinions and personal or social conditions. #article3 #italianconstitution #1948 #madeinitaly©
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