{"id":10153,"date":"2026-10-07T09:53:04","date_gmt":"2026-10-07T07:53:04","guid":{"rendered":"https:\/\/ingo.it\/?p=10153"},"modified":"2026-10-07T10:06:58","modified_gmt":"2026-10-07T08:06:58","slug":"ingo-is-a-partner-in-the-research-project-on-the-future-of-italian-premium-brands-alongside-calicantus-and-upskill-4-0","status":"publish","type":"post","link":"https:\/\/ingo.it\/en\/blog\/news\/ingo-is-a-partner-in-the-research-project-on-the-future-of-italian-premium-brands-alongside-calicantus-and-upskill-4-0\/","title":{"rendered":"INGO is a partner in the research project on the future of Italian premium brands, alongside Calicantus and Upskill 4.0"},"content":{"rendered":"\n

How is the world of premium brands<\/strong> evolving? And how, as a result, is the way companies build value and relationships with their customers changing? <\/p>\n\n\n\n

These questions gave rise to PREMIUM<\/strong>, a research project sponsored by Calicantus<\/strong> and Upskill 4.0<\/strong>\u2014a spin-off of Ca\u2019 Foscari University of Venice\u2014in which INGO is a partner<\/strong> alongside SEISNET and Connectif Artificial Intelligence.<\/p>\n\n\n\n

A journey that focuses on the evolution of the Italian premium market and the need for companies to make their distinctive qualities recognizable and verifiable: their expertise, design philosophy, connection to the local area, authenticity, and ability to build a meaningful relationship with their audience.<\/p>\n\n\n\n

Premium: Beyond the Dichotomy Between Luxury and the Mass Market<\/h2>\n\n\n\n

The PREMIUM 2026<\/strong> report is based on a transformation of the market: the traditional distinction between luxury and the mass market is no longer sufficient to describe a consumer who is increasingly informed, selective, and attentive to the true value of what they purchase.<\/p>\n\n\n\n

The Premium segment fits into this new space. A Premium consumer seeks quality, personalization, and identity<\/strong>, and wants to be able to recognize these characteristics not only in the product, but in the entire experience created by the brand. <\/p>\n\n\n\n

The research identifies three key elements for building a credible premium brand: storytelling, experience, and community.<\/strong><\/p>\n\n\n\n

Storytelling gives <\/strong>meaning to a brand and makes its history, values, and the reasons behind its existence recognizable.Experience<\/strong> allows consumers to verify firsthand what the brand is communicating. Finally, the community<\/strong> fosters a sense of belonging and credibility that also stems from sharing among consumers. <\/p>\n\n\n\n

First Discussion on the Future of Premium Brands Held in Venice<\/h2>\n\n\n\n

On September 30, in the Aula Baratto at Ca\u2019 Foscari University of Venice<\/strong>, PREMIUM kicked off the first event of its roadshow, dedicated to presenting research and fostering dialogue with companies, managers, and professionals.<\/p>\n\n\n\n

A moment when the study\u2019s findings became the starting point for a broader discussion on how Italian brands can continue to leverage their wealth of expertise and distinctive qualities.<\/p>\n\n\n\n

For INGO<\/strong>, being part of this project means bringing to the discussion a perspective that is shaped every day by the relationship between knowledge, technology, and customer experience<\/strong>.<\/p>\n\n\n\n

Luana Beni, Head of Sales at INGO<\/strong>, represented this point of view at the roundtable discussion, addressing a topic of particular relevance to the premium sector: how to build a customer relationship that is consistent with the product\u2019s quality and identity.<\/p>\n\n\n

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If the product is premium, the relationship must be, too<\/h2>\n\n\n\n

The starting point for INGO\u2019s <\/strong>reflection, as articulated <\/strong>by Luana Beni, is simple: for a brand that makes quality, authenticity, and attention to detail its defining characteristics, every touchpoint becomes a testament to the promise made to the customer.<\/strong><\/p>\n\n\n\n

The website, retail store, e-commerce, delivery, email, WhatsApp, phone, and customer support are not separate experiences. From the customer\u2019s perspective, they are all part of the same relationship with the brand. <\/p>\n\n\n\n

A premium customer experience therefore requires continuity and consistency, but also the ability to understand when technology can simplify things and when, on the other hand, human touch is necessary<\/strong>.<\/p>\n\n\n\n

During the Venice meeting, INGO identified four key elements:<\/p>\n\n\n\n