DESPITE MARKET PRESSURES, TRUE LUXURY BRANDS BELIEVE IN PROVENANCE VERSUS PROFIT
June 1st, 2011
BY MJ DESCHAMPS
THE LORO Piana family started out as Italian merchants of wool and cashmere fabrics at the beginning of the 19th century, providing lush textiles for use in high-end garments. Almost 200 years later, the Quarona, northwest Italy-based Loro Piana brand is still family-owned and dedicated to providing the finest of luxury knitwear to customers, and has, despite market pressures, managed to succeed in the luxury sector without having to move production abroad.
And while many of their competitors in the early years of this century moved production ...
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