The paper presented analyzes the ongoing digital transformation in Italy's creative industries, focusing on key sectors such as fashion, design, arts and crafts. Italy, known for its rich cultural and creative heritage, is progressively adopting emerging technologies such as virtual reality, augmented reality and artificial intelligence to improve the global competitiveness of its creative industries. However, this shift toward digitization is not without its challenges, including resistance to change in some traditional businesses and the need to develop digital skills and ensure data security.
One strategically relevant sector is goldsmithing, with the Campania region playing a significant role. Goldsmith stores in Salerno, dating back centuries, represent the city's long tradition of craftsmanship. In 2010, Campania exports in the sector grew 14.74 percent, showing a positive performance. One company that stands out in this context is "Bottega Orafa Salernitana," which, with more than two decades of experience in jewelry production, stands out for its integration of traditional craftsmanship with new technologies.
However, the company faces challenges, mainly related to its limited size and resistance in adopting new technologies. A SWOT analysis identified strengths, such as a commitment to heritage preservation, but also weaknesses, including a limited propensity to invest in new human resources and technology.
To address the company's needs, a Virtual Tour is proposed, using 360-degree photography to create an immersive digital experience. The goal is to complement traditional retail with new sales approaches. This proposal aims to offer potential shoppers an immersive, transparent and differentiated experience, reducing the uncertainty associated with online shopping and increasing shopper interest and engagement.
The Virtual Tour development process involves 360-degree image capture, post-production, and publication on various online platforms. Special attention is paid to optimizing user experience, monitoring through analytics, and iteration based on constant feedback to ensure relevance over time.
Finally, it is recommended that this approach be extended to other products of the company to maximize the positive effect on overall results. This would capitalize on the initial investment, expand market visibility, and consolidate the company's image as a reliable and innovative benchmark in the industry, contributing to sustainable growth over time.