Transparency Talks: Elisabetta Moretti

Italy is known for their quality and craftsmanship in the apparel industry, and Repasdo has been based between Norway and Italy since 2022. The market size in Italian apparel is expected to grow more than 3% during 2022-2027, and over 80% of the companies in this sector are small.

In 2020, Italy exported clothes worth €10 billion to non-EU Member States (33% of total extra-EU exporters of clothes by value). Among EU Member States, Italy is the largest extra-EU exporter of clothes, ahead of Germany with €5 billion (17%), Spain with €4 billion (14%) and France with almost €4 billion (13%).

This week, we interviewed our CPO and partner, Elisabetta Moretti. She connected with founder and CEO Sara a few years ago and fell in love with the project from the very start. We wanted to give insight into our processes and work in Italy, and the best person to provide that is Elisabetta.

Q: Firstly, you have an impressive background working for companies like Prada, Jimmy Choo, and Richemont Group. Why did you decide to work with Repasdo?

It was a coincidence. I took a break from work for family reasons, and that was when I met Sara and learnt about the Repasdo project and vision. From the beginning, I fell in love with the project's concept as a circular ecosystem in the fashion industry and felt that my experience contributed to her idea.

My experience in large companies, such as Prada, Jimmy Choo and Richemont, for over 20 years, allowed me to develop a deep knowledge of supply chains, processes, and tools used in the fashion industry. But I also understand the pain points of the system. There are great opportunities to connect and contribute to the Repasdo project.

The large companies work with their factories, but also with several others as satellites. These small businesses are the ones suffering the most in the current situation of reduced production volumes and new requirements from the EU.

Q: As Operations Manager in Italy, what are your main tasks and responsibilities on a day-to-day basis?

We initially worked with young and small brands from Norway, who are producing in Italy - developing a network of validated manufacturers, suppliers and service providers.

It was a great learning experience for Repasdo to follow the process; of obtaining, sharing and storing data; to create a standardization and understand the gaps of data that need to be filled.

The entire process has been done with manufacturers, so they get validated to gain a stronger position in the market. We continuously work on expanding our pool of manufacturers in Italy. I am also contributing to the development of the Repasdo platform by integrating the process with concrete examples and feedback from the field.

Q: How would you describe Repasdo's plans for Italy/southern Europe going forward?

Repasdo wants to create an end-to-end ecosystem, from material to manufacturers and further to brands and circular service providers, and all parties are equally supported and accompanied in this solution. The requirement of Digital Product Passports by the EU requires transparency and traceability of the process. That is a brand's responsibility, but in the end the action of the manufacturer.

Repasdo wants to support manufacturers on this journey and overcome the current uncertainties with legislation to be able to comply and gain a stronger position in the market. We plan to expand our network of manufacturers in Italy, but also in the rest of Europe - mainly Portugal and Spain, but also Eastern Europe.

Q: Considering the upcoming regulations for sustainability and circularity. How do you perceive the Italian attitude towards these upcoming regulations?

Everyone knows that the upcoming regulations require change, which involves not only economic investment but also organizational investments - that won't see a return very quickly. It is a risky step forward and is the reason why most small companies are waiting to see how their competitors will move, whilst also considering new partnerships. Unfortunately, the main feelings are uncertainty and fear. That is where I see a great opportunity for Repasdo.

We want to help those manufacturers understand the important data required by EU regulations and store and structure those data properly with the use of the Repasdo platform that has been developed to turn the fear that comes from uncertainty into something easy to use that will help to move forward to the great opportunities that come from the change.

Q: How would you describe the biggest challenges and opportunities for brands and manufacturers [thinking about regulations] in Italy today?

I believe the challenges are affecting manufacturers more than brands, because brands have the means to push responsibility to the manufacturer, and their biggest challenge is to make the process clean and transparent. It is a great opportunity to establish a visible identity, not only be behind the brand.

Q: What do you think is needed to inspire stakeholders in the value chain to participate in the transformative period we are entering?

I am an optimistic person and believe the inspiration must come from the opportunities. With the Repasdo solution, manufacturers can easily align with new requirements and be supported during the transition with easy-to-use tools. This can also help them to promote themselves with their story, their identity and what makes them to stand as remarkable partner in their market. It is important to start preparing for this journey as quickly as possible instead of waiting - that will make the transition much smoother.

Q: Lastly, 'Made in Italy' is a stamp of approval for quality and artisan heritage. How do you think digital product passports can help promote these qualities for brands and manufacturers?

Digital Product Passport can significantly enhance the promotion of the “Made in Italy” brand by providing detailed, verifiable information about the product's origin, materials and manufacturing process. Transparency and traceability can build trust and reinforce the perception of quality and authenticity associated with Italian craftsmanship protecting the integrity of the “Made in Italy” label.

Digital Product Passport allows both brands and manufacturers to tell their own story behind each product, and that is a great opportunity for artisans to showcase their techniques. This also creates a deeper emotional connection with consumers, who appreciate the heritage and skill involved in creating their products. Detailed records of the production process can serve as proof of quality, helping brands and manufacturers differentiate themselves in a competitive market.

Repasdo solution has been developed with all needs in mind, aiming to enhance the value proposition of “Made in Italy” products by combining traditional craftsmanship with modern technology to meet the demands of today's discerning consumers.

Learn more:

'Italy Apparel Market Size and Trend Analysis by Category, Retail Channel, Supply Chain, Consumer Attitudes, Brands and Forecast to 2027' by GlobalData (2023)

'The Italian Textile Industry: A Key Economic Sector' by ITMA Services (2022)

'Where do our clothes come from' by Eurostat (2021)