The frugal case of OVS Bari, where unsold fast fashion becomes circular value
2 May 2025
Basilicata’s innovation makes its mark at SMAU Milano 2025 through Alessandro Martemucci‘s participation, CEO of Officinae, who presented his Neverending Marketing concept, receiving enthusiastic reception from entrepreneurs, managers and startups.
Neverending Marketing transcends traditional strategies to transform marketing into a political and cultural act: it doesn’t merely sell, but invites businesses to rethink how they generate value, combining profit with purpose, efficiency with respect, enterprise with social responsibility.
During the workshop, Martemucci illustrated the 28 elements of Sustainable Value — a model integrating frugal marketing principles and lean innovation — with concrete cases and practical tools to reduce waste, optimise resources and nurture the soul of both product and customer. This approach proposes a new manifesto for conscious enterprise, capable of combining ethical choices with economic results.
“Neverending Marketing is a catalyst for change: marketing that positively influences society, generates authentic experiences and builds lasting value,” Martemucci explained during his presentation.
The workshop also offered concrete reflection on how artificial intelligence can support impactful, sustainable and frugal strategies, providing operational methods and measurement tools to identify which marketing elements produce genuine value for today’s customers.
The event consolidated Matera’s and all of Basilicata’s presence among national innovation leaders, confirming Alessandro Martemucci’s vision as manager and frugal innovator in creating a bridge between creative thinking, sustainability and the future of enterprise.
