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3. PROMOTING LOCAL DEVELOPMENT BY CREATING CULTURAL PRODUCTS aware that they are getting a fake. And with the development of distance sales, counterfeiters now have a wider field of action. Counterfeiting, then, is important, but it concerns mainly the fashion and clothing industries. For other products, production costs are sufficiently high and markets sufficiently narrow that it is difficult to turn much of a profit from making fakes. Thus, a whole range of products situated at the interface between trades and crafts are safe from such risks. But who is to say that the new digital technologies will not soon broaden the opportunities for counterfeiting? International openness The confined nature of some districts may suggest that they are hardly interested in an international dimension. But in fact, their artistic dimension places them squarely in the flow of new ideas, from which they are unlikely to insulate themselves, and this is in itself enough to give them an international outlook. The real question is how their development can be linked to sales and investments abroad. Exports, particularly of luxury goods, can play a significant role: such goods are very sensitive to the domestic economic cycle and international markets can thus take up the slack when required. The lace industry in Calais sells as much to America and to Asia as it does in Europe. Other products are more difficult to export: Quimper sells 40% of its faience output within the region, and only 20% is exported beyond France. Other products that are less well known than the big brands have trouble achieving recognition. Winning a prize in a competition or exhibition may be a necessary condition for these products, but to establish a lasting export presence will require appropriate marketing channels 101 . Smaller firms that venture out in this direction are likely to succeed only with exceptional effort. When clusters invest abroad, they generally do so by setting up partnerships. Such investments often involve the purchase of stores in major cities, which may not offer a continuous or significant outlet. Here again, the lace makers of Calais took an original tack. Their customers are made-to-order clothing manufacturers that are steadily moving their production abroad, particularly to low-wage countries. Thus a large portion of the lace produced in France will, surprisingly enough, end up in India, Thailand or China. Once it is turned into a finished product, it will be re-exported to European and American markets. The transmission of know-how With the possible exception of self-training, apprenticeship is the dominant form of training in cultural districts. But the more important the district becomes, the more CULTURE AND LOCAL DEVELOPMENT - ISBN 92-64-00990-6 - © OECD 2005 117
3. PROMOTING LOCAL DEVELOPMENT BY CREATING CULTURAL PRODUCTS likely are firms to introduce generic qualifications that require more standardised training systems. When we speak of apprenticeship, we must therefore consider two types of situation. The first involves apprentices who are starting out very young in a trade, in the manner of the guilds that dominated these activities in the past. Now that the guilds have virtually disappeared, official agencies (trade councils, employers’ organisations) have filled the gap by reorganising this type of apprenticeship in the form of “virtual workshops”. This implies a degree of organisation in the trades, as well as government support in providing the equipment and training the instructors. The situation is even more complex when it comes to young people who have spent longer in school and are entering the trade at a relatively later age. The quasiworkshop does not work for them, because of their higher initial skills level and their aspirations. A new approach is needed, drawing upon partnerships that may be private-private or public-private. A successful example can be seen in the glassmaking industry of Lorraine, where a decision was made in 1991 to place greater emphasis on training. The glass and crystal trades are highly specialised, and training is essential for maintaining product quality and ensuring the local industry’s survival. In 1991 two agencies, the Association ID Verre, which focused on tourism and communication, and the European Centre for Research and Training in Glassmaking (CERFAV), founded the National Apprenticeship Training Centre. Through it, CERFAV is addressing the special challenges inherent in the trade 102 , by providing initial apprenticeship training as well as on-the-job training, and helping firms to adapt 103 . Training of this kind highlights the sharp distinction that exists in many countries between art schools and applied art schools. There are many of these institutions, founded by local governments or, in the second case, by industry associations. Both types of institutions are today facing problems that are undermining their effectiveness. - The art schools are often focused on purely artistic training, where the use of materials is overlooked in favour of the more traditional artistic instruction (history of art, drawing). - The applied art schools often have trouble keeping abreast of technological developments and their financial base is threatened by weaknesses in the local economy. One of the most important issues today is to bridge this traditional divide, a holdover from the era of the fine arts academy, and to establish centres of excellence that can draw upon a broader economic base 104 . 118 CULTURE AND LOCAL DEVELOPMENT - ISBN 92-64-00990-6 - © OECD 2005
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Culture and Local Development
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ORGANISATION FOR ECONOMIC CO-OPERAT
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Table of Contents Executive Summary
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EXECUTIVE SUMMARY the operation of
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EXECUTIVE SUMMARY new projects; and
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EXECUTIVE SUMMARY is the fact that
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EXECUTIVE SUMMARY A new agenda for
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INTRODUCTION Yet these attitudes gr
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INTRODUCTION a basis for developmen
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INTRODUCTION Defining cultural reso
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INTRODUCTION - the one where cultur
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ISBN 92-64-00990-6 CULTURE AND LOCA
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1. USING A TERRITORY’S CULTURE TO
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Chapter 2 Local development based o
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2. LOCAL DEVELOPMENT BASED ON ATTRA
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BIBLIOGRAPHY Frey B. & W.W. Pommere
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BIBLIOGRAPHY Karachalis N.,E. Kyria
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BIBLIOGRAPHY Myerscough, J. (1988),
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BIBLIOGRAPHY .Raffin, F., (1999),
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BIBLIOGRAPHY Walker et al, (2000) P
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ANNEX 1 This distinction between sh
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ANNEX 1 consumption sales of each s
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Annex 2 CHAPTER 3: PROMOTING LOCAL
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ANNEX 2 The second measure is given
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ANNEX 2 Table 1. The identification
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NOTES 16. V. Ponthieux S. (2003), p
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NOTES 44. www.ntcicfunds.com 45. id
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NOTES 69. Caserta S., & A.P. Russo
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NOTES 98. The craftsman will retain
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NOTES 116. de Filgueiras Gomes M.A.
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