How China got a taste for luxury knitwear

06/13/2010 | Bloomberg Businessweek

Zegna, a tiny Italian design house, has cornered the Chinese market in luxury wool, merino and cashmere clothing by appealing to the country's burgeoning middle class. Chinese consumers are eager to signal their increasing affluence by springing for foreign-made products, so Zegna expanded its operations and brought its Chinese store managers to Italy for a crash-course in the company's heritage and manufacturing processes.

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