Soft Surfaces Versus Product Innovation. Textile and Local Know-How

The contribution deals with the relationship between product design and innovation leveraging on the added value of the design to the product. The concept of innovation is here understood not only to produce tout court a new artifact, but also to implement strategies aimed at enhancing the skills and processes already present in the company, which, by means of simple changes in sense or applications can make products unexpectedly innovative. In our region, Apulia, we have a system of firms among the most numerous in southern Italy but, at the same time, with low awareness of the value coming from the support of the design, which can incisively improve strategies and products. Innovation can be realized through recognition of own potentials and a different use of their own competence and technologies already in use at the firm within their territory.