Domestic Appliances and Industrial Design: The Italian White-Goods Industry during the 1950s and 1960s

The white-goods sector was one of the industries that led economic development in Italy following World War II and featured companies that achieved notable results in foreign markets. According to the literature on the subject, price competitiveness generated mainly by the lower cost of labor was the key to this success. This article explores the as-yet unstudied role played by industrial design, and not only for its ability to significantly facilitate the reduction of production costs. It shows how industrial design played a wider and more decisive role in reinventing Italian white goods by differentiating the products of Italian producers from those of their main foreign competitors. Therefore the article contributes to understanding how and why certain products and technologies are reworked, assimilated, and diffused in the ways they are.