In a land with copious amounts of tomatoes, pasta, and gelato, most travelers’ response is: “it’s the best I’ve ever had in my life!” Italy is the fifth most visited country by tourists in the world with 48.6 million tourists per year (2014). Surely, we can learn from them – they’re doing something right!
Growing up in an Italian home, comprised of 50% Sicilian blood, Italy has always been a dream vacation for me. Turns out Italy was only a short and relatively inexpensive plane ticket from Israel, so this summer it became a reality for me.
Business was clearly booming as we visited during the peak tourist month of the year, July. I would have loved to visit in a less busy month to observe the true flow of business, but I’ll take what I can get. Walking the streets of Florence and Rome you’ll see essentially the same businesses with different faces. Gelato upon gelato shop, espresso stands, and of course Italian-made products – purses, suits, and leather everything! The first city we visited was Florence and I was itching to buy a new purse, but the streets (even the ground – literally!) was teaming with leather purses. I didn’t know how to tell what was authentic and what was a tourist trap! So naturally, I didn’t buy anything.
A couple of days later we arrived in Orvieto. Turns out, this quaint picturesque town was my favorite stop in Italy. A dear college friend, Hannah, moved to Orvieto to marry her Italian husband. Naturally, I needed to see her in her new habitat while I was nearby!
Hannah and Frederico own a leather shop in Orvieto named after him – Frederico Badia – and I’m telling you, it is amazing. In the video below they introduce themselves and talk about how they started their family business.
My first question to them (among a million) was “how do you set yourselves apart from the other leather shops in Italy?” They both proudly answered: quality. It takes Frederico nearly 60 hours to create one pair of shoes. I can’t even imagine spending that long on one item!
In a world where craftsmanship can easily rely on shortcuts to boost efficiency (and possibly sales), Frederico explained, a true artist keeps his product 100% authentic with the highest quality possible.
I thought about this a lot, especially as Italy repeats its products on each street corner. This concept should also apply to business. Find your niche and do it well. Don’t overextend yourself with too many products or concepts. Keep it simple and do it well.
Frederico told me about his customer base – the types of people that typically purchase his beautiful work. Find yours! Identify who your customers are, who you want them to be, and cater your marketing and brand around that base.
It is ever important in an oversaturated market to find your niche, provide the highest quality item, and sell to your specific customer base. Stay focused and take pride.