The concept of Made in Italy goes far beyond fashion, luxury handbags and shoes.

The international uniqueness of Italy is also showcased in its food, furniture and mechanical engineering. Global brands, including luxury car makers Ferrari and Maserati, are based in Italy.

We spoke to Christina Fontana, Director of Strategic Partnerships for Alibaba Italy and Southern Europe, to hear more about the Italian brands that embody the merchandise mark.

Fontana also talks about the powerful combination of technology and the creativity of Italian companies.

She offers examples of how brands, such as luxury powerhouse Gucci, reach Chinese consumers via Alibaba Group’s online platforms and leverage cutting-edge innovations such as livestreaming.

Key quotes:

“Alibaba as a company is dedicated to innovation. Building new tools to allow our brands to reach consumers in new ways,” said Fontana.

“Luxury brands are about creating something memorable that will last a lifetime. Everyday, we are innovating and finding new ways to help our customers and our brands interact,” said Fontana.