Italy is soon to announce an initiative worth €20 million to strengthen their relationship with the United States. The initiative will include trade shows, special events, services, assistance; and a major media campaign regarding textiles, fashion and leather goods exports. The rapidly increasing exports to the US ($5.6 billion in 2014) and the hope for cashing on the influential youth culture is a major reason behind the birth of the initiative. This initiative is also expected to boost the ‘Made in Italy brand’, which highlights the high quality of the country’s products.
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