Therefore, brands such as Ermenegildo Zegna, which operates in China since 1991 and has 29 points of sale, believes in the potential of the Asian market, but at the same time, says it is necessary to protect intellectual property (in China there is a law). Giorgio Armani, the King of the catwalks, landed in Shanghai in the Tree fashion district on the Bund. There he opened the first of 30 planned multi-product business to be inaugurated until 2008. Benetton (target middle-class), on the other hand, hires the Chinese so that they compile their designs. It then resells products to franchises of your brand in Italy. Other firms buy fabrics in Beijing and arming her models in Italy, without declaring that they did.

While a third group gives a part of the work to alleged Chinese partners in Italy. They made dozens of dresses in record time and at low prices. Thus, Italians pay less taxes and saving in production. Therefore, it is said that Dragon plays with intelligence on the map world refers, Stefania Saviolo, Professor of management of the University Bocconi of Milan fashion, in an interview with leaders, said that China is a danger because the Italian production is not only the high target or bass, but also the environment. Thousands of jobs are at stake in work and the ability to innovate and make new products, materials, dresses, or fabrics.

The phenomenon of counterfeiting of marks is very wide and is for everyone: American, French and Italian. Some producers like Louis Vuitton won processes against Chinese counterfeiting. They tried to lengthy and costly lawsuits that not everybody can afford it. On the other hand, the rich Chinese don’t want counterfeit products, because they are sophisticated and goes in search of the originals. Definitely stands out that the production of textiles, clothing and Chinese shoes is a threat because imports are liberalised and can enter the European Union without any problem. The Chinese textiles advancing on the Italian market with good prices and false marks the production of textiles and Chinese shoes threat because imports are liberalised and can enter the European Union without any problem. They have no tariff barriers and their products can already compete with the Italians. However, s knows that the debate currently focuses on that the origin of Chinese clothing should be declared. Therefore, the system must compete working in brand, distribution service, quality and innovation that the Chinese still do not have.