How Italian Fashion Brands Look at "Made in China"

A number of fashion brand executives said in Milan recently that emerging countries are improving the quality of designer apparel and looking for opportunities to buy mature market brands. Some fashion groups have shifted their production lines to countries with lower production costs in order to remain competitive. Gianluca Brozzetti, CEO of the Italian fashion brand Cavalli, said in an interview with Reuters: “Some emerging countries are producing quality products. It is no secret that many brands outsource their manufacturing operations to emerging countries, but creativity must remain Italy." Michele Norsa, chief executive of Ferragamo, told Reuters: "If we build outside of Italy, we will be finished." Norsa said that compared to Chinese-made goods, Chinese buyers prefer "Made in Italy" Luxury. Some designers stated that they are not worried about the increasing quality of products produced in India or China.