Pure luxury in wool and cashmere

Loro Piana uses high-tech machines to ensure high quality.[Photo provided to China Daily]

Alessandra Contessotto, the trade marketing manager of the textile division in Loro Piana, says: "We use better machinery to monitor and control quality. The combination of technology and young talent is essential to better our products."

Meanwhile, Chinese consumers are following US and European trends to become loyal buyers of Loro Piana, which has 160 stores worldwide, 24 of them in China.

Loro Piana says: "I notice that especially after the global economic crisis of 2008, Chinese consumers began to see luxury as quality - an expensive garment must have value, which also is our rule.

"This is good for the company as we see growing demand especially from China, which is our third-largest market in the world."