Mauro Aprile Zanetti, international PR and communications strategist, will discuss the meaning of the “made in Italy” brand in today’s highly competitive global market. The “Made in Italy” brand started in Florence in the 1950s and exploded worldwide thanks to Italy’s fashion export system in the 1980’s and 1990s. “Made in Italy” creations from fashion and design to food and luxury goods symbolize uniqueness and quality that have their roots in the Renaissance culture of the “botteghe dell’arte” and patronage of the arts. Today, Italian creations still reflect the Italian life style, which has an enduring allure even in the midst of political and economic crises. Mauro will illustrate exciting examples of “Made in Italy”.