Abstract
In Italy, craftsmanship has traditionally been associated with Small and Medium Enterprises (SMEs); these can be demonstrated in distinctive examples of excellence, but on the other hand of great weaknesses; However, Large companies have begun to understand the craftsmanship values, encompassing the role of artisans in their marketing strategies. The artisan’s role of initiator and co-designer is seldom recognized by major brands, and many big companies actively conceal the contributions made by production excellence within SMEs. Maintaining this non-recognition—within the fashion community, between brand and producer—keeps consumers focused on the intangible value of the brand, rather than the tangible value contributed by traditions and innovations within production.
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Goretti, G., Cianfanelli, E., Terenzi, B., Tufarelli, M., Trivellin, E. (2020). Artisan as a Maker or Artisan as a not Recognized Co-designer?. In: Di Nicolantonio, M., Rossi, E., Alexander, T. (eds) Advances in Additive Manufacturing, Modeling Systems and 3D Prototyping. AHFE 2019. Advances in Intelligent Systems and Computing, vol 975. Springer, Cham. https://doi.org/10.1007/978-3-030-20216-3_5
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