The consequences of the war are felt by us too. Nothing remotely comparable to the bombs that are devastating Ukrainian cities, literally bringing a territory and a people to their knees. But this crisis is an earthquake for the very model of Western globalization. And our companies suffer the direct consequences of this.
Among these there are those in the fashion sector, which in Florence represents a tradition, as well as an excellence put to the test by the blockade of commercial interactions. For them, Cna is asking for an extraordinary plan. The value of Italian exports to Russia in 2021 amounts to approximately 7,7 billion euros, equal to 1,5% of the foreign sales that our country makes in the world. The Euro-Asian giant absorbs 1,6% of Italian manufacturing exports but this share is even higher in the fashion sector (2,5%), mechanics (2,6%) and furniture (3,1%).
Not only are the large ones paying the price, but also the small and medium-sized Florentine businesses. “Il Borgo Cashmere”, an artisan company founded in 1949 and owned by the same family since then. It produces with fine yarns, mainly cashmere: a product coveted by Russian customers. They have several sales points, including one inside one of the most prestigious hotels in Florence, the Four Seasons, as well as a showroom in Milan.
“We produce directly and work for other brands, especially French ones – explains Franco Fredducci, who has been at the helm of the brand for many years – now orders are frozen, we have goods worth 150 thousand euros. When difficult situations like these happen, the market immediately goes haywire."
47 employees rising to over 100 with related activities, numbers that are no joke. Yet we don't lose heart. On the contrary. “Who among us isn't afraid at a time like this? But we overcame many situations that we didn't know how to deal with and we came out better than before. It all depends on the people: if your group believes in it, the difficulties are overcome more easily,” says the entrepreneur. Russia absorbs 10% of their market.
And they send a message of absolute optimism. “I hope that this situation can be resolved, in some ways it was easier for us to deal with Covid. – he underlines – An entrepreneur must always see the glass as half full: our job is to move forward, invest, be patient. Let's try to overcome these moments by doing more and more beautiful things. During Covid we invested, purchased. We believe that this time too there will be a recovery: when peace returns there will be even more desire than before. Today we are suffering damage but we want to overcome the obstacle by projecting ourselves with other strategies on other markets".
And a paradox within the paradox of war. “The Russians would like our goods – explains Fredducci – they are used to our products and are reluctant to do without them. We know many of them personally, we have consolidated relationships. Maybe they have children studying in Europe or America. With this conflict – he concludes – we seem to have returned to the dark years of the past”.
