when I started out, people hoped to make a good product and earn good money. It was a natural, pysiological growth, at the foundation of which lay a worthwhile product. But it is no longer like that. Roughly speaking, its the opposite now: nowadays the big groups decide to launch a certain name. Maybe the product is nothing special, but they make sure that this name becomes accepted even before it deserves that acceptance.

— Armani on brands  

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