Meant to be made in CHINA
A new model of economic-productive specialization where culture represents a source of added value
A new model of economic-productive specialization where culture represents a source of added value
Meant to be made in China is supposed to convey not only an economic message but also, probably in an indirect way, ethical and moral values, guaranteeing to final consumer an added value able to drive the consumer to adopt a sustainable behaviour and to buy cultural sustainable products. While many certifications and products boast ethical and moral research, Meant to be made in China aims at reaching all the users, who usually prefer to buy designer products that often turns out to have been made in China, in contrast with their brand image and the beliefs of the customer. Many, too many consumers are not satisfied with what they buy once they discover the real origin of the product. Persuaded to buy a made in Italy or made in France product, reluctant they look at the label and find out an ill concealed made in China product.
The certification has a double function; first of all it forces brands to show the country of manufacture as an added value and not as something to be ashamed of, secondly it awakens the final consumer to higher issues affecting the actual global market. It is important to teach the final customer, it is crucial to transmit a message fostering sustainable behaviours, exactly as it happens with issues as ecology, global warming and recycling, in fact today even culture is dying out. We are talking about a type of culture made of gestures and traditions, not of books and minds, probably it is the opposite of the culture obtained by studying; it is rather a spontaneous, it is present in the air we breath and in our parents tales. It is something that cant be taught it can be acquired only by living. How is it possible to understand if product and company are culturally sustainable? The project aims at defining categories of elements and characteristics that a product has to possess to be meant to be made in China. It provides a Visual Brief describing the insertion terms of an image coordinated with the products and a self-evaluating scheme to define eight essential characteristics to reach the objective of Meant to be made in China.
The certification has a double function; first of all it forces brands to show the country of manufacture as an added value and not as something to be ashamed of, secondly it awakens the final consumer to higher issues affecting the actual global market. It is important to teach the final customer, it is crucial to transmit a message fostering sustainable behaviours, exactly as it happens with issues as ecology, global warming and recycling, in fact today even culture is dying out. We are talking about a type of culture made of gestures and traditions, not of books and minds, probably it is the opposite of the culture obtained by studying; it is rather a spontaneous, it is present in the air we breath and in our parents tales. It is something that cant be taught it can be acquired only by living. How is it possible to understand if product and company are culturally sustainable? The project aims at defining categories of elements and characteristics that a product has to possess to be meant to be made in China. It provides a Visual Brief describing the insertion terms of an image coordinated with the products and a self-evaluating scheme to define eight essential characteristics to reach the objective of Meant to be made in China.
