The Revolution from What to Who ©

better world

Actually we don’t really know what we are eating, we don’t know what we are dressing, at the end, we do not know Who We Are!

Eco-LabelsComing back from Geneva my mind was overloaded of certification schemes,  whilst I was thinking that the sole certification we will need in the future could be the “I MADE IT, and this is why the blockchain, and let me say 1TrueID can be a real revolution.

Finger scanner icons on black background.You are Your Certifier!

We’ve come too far to give up who we are; now, we have the possibility to allocate a digital identity to everything’s and without the need of  external auditors or advisory or authority. You will tell your story and the story of every product genuinely , being the sole responsible in front of your customers.

We can own, we can share, we can be social or private, the only thing you can’t do in an advanced supply chain blockchain vision is to be fake or misleading, and all of that sounds good 🙂

No needs to declare that Class I and “Extra class” cucumbers are allowed a bend of 10mm per 10cm of length and  that Class II cucumbers can bend twice as much, you will simply let the world see where you grow how you cultivate them and the way you nurture your crop, and why not in real time.


In the Future like it was in the past we will join the love to know the “WHO MADE MY”,  to communicate one to one with him. Like in the past we will have thousands of artisan making the difference, millions of makers communicating in real time with the final consumer, no more products the markets don’t want or do not deserve to buy.

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You Love my product, OK I am the one who produced it, yes it is me really me, how I can improve, what you would like me to do for you?

This is only the beginning of the Makers Revolution smaller and bigger.

…coming soon the 1TrueID B2C revolution

And all of that for a sustanaible living, since we do not have planet B for now.


Images in this post are considered to be in the public domain since found on the web and media therefore supposed to be copyright-free images – it’s not intended from the author of the post to violate any copyright right infringement laws, or to offend anyone; in the case you advise a violation, would you advise me and I’ll promptly remove them. The post it’s also an expression of my personal opinion, and do not intend as well to have any commercial purpose.

Happy Mind Happy Life Beauty Living

Westminster Abbey

In my experience I started to live in beauty only when I decided to turn off the nasty buzzers.

But what about beauty links it to happiness?

In The Architecture of Happiness, Alain de Botton weighs the feeling of walking into an “ugly” McDonalds in the Westminster area of London compared to the feeling of entering the “beautiful” Westminster Cathedral across the street. He says that because of the harsh lighting, the plastic furniture, and the cacophonous color scheme (all those bright yellows and reds), one tends to feel immediately “anxious” in the McDonalds.

What one feels in the Westminster Cathedral, however, is a calmness brought on by a series of architectural and artistic decisions: the muted colors (greys and bleak reds), the romantic yellow lighting that bursts out onto Victoria Street, the intricate mosaics, and the vaulted ceilings. Although the Westminster Cathedral has the same principle elements of architecture as the McDonald’s—windows, doors, floors, ceilings, and seats—the cathedral helps people to relax and reflect, where the fast food restaurant causes one to feel stressed and hurried.

It seems part of humans’ appreciation of beauty is because it is able to conjure the feelings we tend to associate with happiness: calmness, a connection to history or the divine, wealth, time for reflection and appreciation, and, perhaps surprisingly, hope.

“Beauty manifests a hope that life would be better if the object of beauty were part of it,” writes Princeton philosopher Alexander Nehamas in Only a Promise of Happiness: The Place of Beauty in a World of Art. is my inspiration, to love my perspiration, live in peacefulness is what we have in return, and it is up to us to decide whether it is worth.

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Images in this post are considered to be in the public domain since found on the web and media therefore supposed to be copyright-free images – it’s not intended from the author of the post to violate any copyright right infringement laws, or to offend anyone; in the case you advise a violation, would you advise me and I’ll promptly remove them. The post it’s also an expression of my personal opinion, and do not intend as well to have any commercial purpose



Sustainable Connoisseurs – Hospitality

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Luckily, for all of you luxury connoisseurs, staying at an eco-resort doesn’t have to mean sleeping in a tent.

I found out hotels that are solar powered to those serving only locally sourced foods, these hotels combine the finer things in life with serious sustainable efforts.

Whitepod, Switzerland 

Whitepod hotel - winter - view at night from terraceWhitepod is a foremost example of eco-luxury. Designed to create an alternative experience in the Swiss Alps, the dome shaped tents make for low impact accommodations and are located away from any kind of urban pollution. The Pods are not like any tent you’ve ever seen. Besides offering beautiful views of Lake Geneva, they come with wood stoves, great insulation, luxury furniture and full service bathrooms. There are only fifteen pods and in the center lies a wooden chalet, where guests meet for breakfast or to hangout beside the main fireplace.

Amangiri - View fr Sand Dune


amangiri utah be3Amangiri resort is tucked into a protected valley with sweeping views towards the Grand Staircase – Escalante National Monument. Built around a central swimming pool with spectacular views, the resort blends into its dramatic surrounds where deep canyons and towering plateaus create a raw landscape of immense power. The spa features a floatation therapy pavilion, water pavilion with sauna, steam room, cold plunge and step pool, fitness centre and yoga pavilion. The resort’s trail system and unrivalled backcountry access allow guests to explore the region’s striking desert scenery on foot. Amangiri is operated by Aman.

bushmans kloof


bushman be2Nestled in the foothills of the Cederberg Mountains north of Cape Town, South Africa, lies Bushmans Kloof Wilderness Reserve and Wellness Retreat; an ecological oasis within a roughly hewn and magical land. Bushmans Kloof offers a distinctive wilderness experience among open plains and ancient sandstone formations. It is a place to reconnect with the natural world and feel the pulse of an extraordinary and ancient landscape. As a Relais & Châteaux property, the lodge offers splendid luxury, generous hospitality and all modern amenities.


Kiaroa, Brazil

kiaroa be2Located on the Maraú Peninsula, this Brazilian hot spot is founded on sustainable ideals. The hotel is partly solar powered and the timber used during its construction originated from reforestation areas. Set on an oceanfront, you can go on boat rides, join in on planned walks, or just hang out by the pool. Kiaroa is place to relax and enjoy Brazil’s natural beauty. We recommend staying in a bungalow, where you’ll have ultimate privacy and your own pool.

The Upper House Hong Kong

The Upper House, Hong Kong

upperhouse be2This is a hotel unlike what most people have ever seen. Resting on only the top eleven floors of a 49-story building, every room has extraordinary views. The hotel makes an effort to stay green, by eliminating its use of paper. Instead of an in-room directory there an Ipod touch, as well as the daily e-newspaper. On the sixth floor you will find a “secret garden” where guests can lay out on the grassy lawn or sit on beanbags and enjoy a delicious snack. All the food is locally sourced, so eat away. If you’re looking for something a little stronger than a snack, you can just take the elevator all the way up and have a drink at the Sky Lounge. Sit back, have a cocktail and look at the views of Hong Kong from the 49th floor. That’s not a bad way to spend an afternoon.

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The Scarlett Hotel, United Kingdom

scarlett be2There is a lot to do at The Scarlett. With options like a four-hour deep fishing trip or horse riding on the beach, chances are you’ll be keeping busy. Try tree climbing or take a sustainability and eco course at Mount Pleasant Eco Park, and learn about nature either hands-on or in an educational setting. While luxurious, The Scarlett has taken the initiative to provide eco-resources, like recycling grey water to flush lavatories, which reduces the use of potable water. The hotel also harvests rainwater and its buildings have airtight seals, which keeps warm air in and cold air out, decreasing the amount of heat used from biomass boiler and solar panels.

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saffire be2Tasmania is a wild and diverse frontier on land and in its coastal waters, and 20-room Saffire Freycinet complements its grandiose surroundings instead of competing with them. Designed by award-winning Tasmanian architect Robert Morris Nunn, the intimate lodge evokes a connection to the sea through references to waves, sea creatures, sand dunes and a flowing, organic form. The lodge’s colours are inspired by the peninsula: the pink granite of the Hazards mountains, the white beaches, sapphire waters and the grey-green of the native bushland. The view from the patio’s is great, but you’ll be encouraged to explore the great outdoors, such as hiking to the nearby white sand beach or take out a mountain bike in search of marsupials.

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southern-ocean-lodge be2Southern Ocean Lodge is Australia’s first true luxury lodge, offering a unique and exclusive travel experience on South Australia’s Kangaroo Island, dubbed ‘Australia’s Galapagos’ for its abundant wildlife (e.g. sea lions, kangaroos, and koala). Floating atop a secluded cliff on a rugged stretch of coast, the lodge commands peerless views of the wild Southern Ocean and pristine surrounding wilderness. The lodge’s 21 eco-chic luxury suites have mesmerizing views of the ocean and feature lavish king beds, sunken lounge, dramatic glass walled bathroom and outdoor terrace with occasional seating and daybed.

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clayoquot be2The Clayoquot Wilderness Resort, open from May to September, promises an exotic paradox of indulgent luxury and remote, untamed wilderness in the Clayoquot Sound World Biosphere Reserve (within the Pacific Rim National Park). This unique 21st-century-safari-style enclave of great white canvas suite tents, dining, lounge, and spa tents, offers exquisite cuisine and breathtaking adventures, giving visitors a rare taste of how the fortunate spent their summers ‘roughing it’ some 100 years ago. Twenty guest and family suite tents showcase antique furnishings, opulent rugs, down duvets, remote-controlled propane powered woodstoves and luxurious amenities. Watch out for bears and whales though!

Sustainability, finally, is becoming real for car, technology, and fashion brands. Hospitality companies are also jumping on the eco bandwagon.

Images in this post are considered to be in the public domain since found on the web and media therefore supposed to be copyright-free images – it’s not intended from the author of the post to violate any copyright right infringement laws, or to offend anyone; in the case you advise a violation, would you advise me and I’ll promptly remove them. The post it’s also an expression of my personal opinion, and do not intend as well to have any commercial purpose.



Solar Hoax

Solar panels are really eco minded
Till now no one has done a serious study on the environmental impact of billions of solar panel, but in less than ten years we will face this problem.

It may be another big market for the recycling industry?

Most probably yes, and that’s’ good, but what’s insane it is the fact that at the end the so proclaimed green energy most probably it’s not so much green, at least with the actual technology.

But we have time to improve; recycling at the end it’s always better than poisoning radiation, but not as good as wind, water, cold energy!

Next on … Basel III

Home #Vacuum Tax

Lets’ say Yes to the vacuum tax
It’s my opinion that sooner or later we’ll see a new tax named something like:

Home #VacuumTax!

This new duty, will be applied to all the owners of houses, apartment, villa, or whatever connected to real estate properties left empty.

Like Tobin tax, don’t worry, it will be sound, because it will force banks and corporations to come into a real market where demand and offer will meet, and above all will force them to discard ugly habitat in favor of green quarters, trees, clean air.

Mario, #Monti & #Draghi it’s my opinion but it may be your too, I can leave the paternity of this new law to you!

Luxury & Yachts

MV F4 SuperlativaMVF4 Superlativa ™   is just part of a stunning range of equipment and men’s accessories covered in this new sustainable mother-of-pearl innovation. From motorbikes to helmets and luggage, this company is at the forefront of ‘eco-luxury’. The special motorbike collaboration between Superlativa™  and Agusta has been devised for Luxury & Yachts.

Business & Gentlemen n.15

berbrandBy Adro, Brescia, to Australian shores via Vietnam. That’s the journey that the company BerBrand runs to produce the buttons and fashion accessories made of genuine mother of pearl known throughout the world. Since 2011, the company through its spin-off Aor, will launch a new product of luxury Superlativa™.

Motorcycles, cars, private jets and boats covered with a microfilm of MOP texture, pure and authentic, coming from the coast of Australia. A production of luxury, unique, high quality designed and developed by Berbrand located in Brescia and that will be launched in 2011
From high fashion to luxury, buttons and accessories in fashionable and genuine mother of pearl, for a large niche of customers looking for “not only the brand but also the intrinsic value “explains Emanuele Bertoli, the founder and owner of Berbrand. A challenge attempted to provide further product innovation and process excellence. “Have you ever wondered – continues Bertoli – why when you notice a particularly beautiful rose we usually say “it seems fake’? We have generally lost the sense of natural beauty, like listening to an opera and a symphony of music, a painting, a vacuum that oppresses, a desert that leads to the bold look for the nearest oasis where you can find comfort, friendliness and charm with the ambition to be Outstanding. ” The new project is on the market as the production of pearl tiles obtained from the re-use of waste products of the buttons mounted on a special support, and that allow you to create special effects of light and be intensively emotional. The company that makes and sells the plates is called AOR, a spinoff of Bebrand which controls the 75% of the share capital. Superlativa™’s patents, whiche the first was dated 2005, it’s developed through a collaboration between Berbrand, Politecnico di Milano, Micromega Network, Regione Lombardia, AIB, POLIMI and the Aquarium of Genoa. Excellence means for Berbrand also a perfect vertical integration starting from the pearl shells cultivations on Australian shores – continues Bertoli -. The raw material and the mother of pearl threads are then processed in Vietnam where we have two factories one supplying Berbrand and one serving Aor. The third plant is expected in June 2011. ” The distribution follows the roads of Berbrand Italy, the U.S. and European market with a total turnover of about EUR 2 million. Now, the objectives for superlativa™?
“We have a five years running plan – said Bertoli – At the present we have already ongoing projects by applying this unique new material on the bike Augusta, on the Automotive sector, boats, interior design, outdoor furniture, glasses, and now we are also working on a private jet. It is undoubtedly a product of a certain rarity and for that our main challenge now is the European market, where we want to conquer the most pretentious customers – acculturated and looking the very best. We also have already some contacts with royal families. ” The receipt that has allowed to Berbrand to constantly grow since 1995, is based on a supreme quality, talent and passion at all levels. “In Berbrand actually works 7 people, in Aor 3. The average age is relatively small and young” the CEO considered him as the “oldest” with his 43 years. Bertoli continues “Over the years we have set the company by putting our stakeholders, suppliers and employees in the first place because they are all essential and this has enabled an ambitious and balanced development. ” We’ve always focused on the theme of sustainability . How? “By partnering with the Aquarium we obtained the Ecocrest© certification This is the first trust brand that certified sea products with the must to be eco-friendly and ethically correct. It was created by the Foundation of the Aquarium of Genova Onlus and may be granted in all countries of the world. ” In this way the sea product receive a particular attention and the royalties sfaeguard projects for particularly endangered species and ecosystems. In order to obtain the Ecocrest© label, each product and the entire supply chain must be inspected and certified by experts from the Foundation of the Aquarium of Genova Onlus through yearly inspections. Combining ecology and sustainability, will role the future of Berbrand. “We are studying eco-marketing projects – Bertoli go on with – and surely will continue to focus on sales of values associated with the brand . We are quite since the company sign a further increase of the turnover notwithstanding the crisis. The brand is growing especially in high fashion, we provide the main European brands, especially in France and England. We are also recognized for our efficency on the logistics front, where we score a certain dynamism in the world and recently we won the first prize in Operation and logistic at the SMAU event. “Brescia will see also in the future news project with superlativa™, but in a larger view, as told by the owner: “We are watching with great interest to the U.S. market and we have other patents in the pipeline since 2012.”
Berbrand was founded in 1995 as a private company and then became a SRL. Under the lead of Emanuele Bertoli is among the first companies to relocate production in Vietnam in 1996. In a few years, thanks to the ability in extreme Pearl cultivation, commercial and scientific partnerships, the company becomes unique in the industry to fully certify the traceability of production in the Pinctada maxima, the Australian mother of pearl. Berbrand diventa così fornitore di marchi protagonisti della moda e della camiceria internazionale. Berbrand becomes supplier of the best brand leading names in fashion and international shirts

Business & Gentlemen n.15


Da Adro, nel bresciano, alle coste australiane passando per il Vietnam. È il viaggio che l’azienda Berbrand da anni percorre per produrre i bottoni e accessori moda in vera madreperla conosciuti in tutto il mondo. A partire dal 2011 l’impresa, attraverso il suo spin-off Superlativa, lancerà un nuovo prodotto all’insegna del lusso più ricercato

Moto, macchine, private jet e imbarcazioni rivestite di lastre in filo di madreperla purissima e originale, proveniente dalle coste australiane. Una produzione di lusso, unica e di alta qualità pensata e studiata dall’azienda bresciana Berbrand e che sarà lanciata sul mercato a partire dal 2011 sotto il marchio Superlativa.

Dall’alta moda al lusso, un salto che l’impresa di Adro, specializzata in bottoni e accessori moda in vera madreperla, ha fortemente voluto per avvicinare nuovi mercati e una nicchia di clienti che ricerca “non solo la marca ma soprattutto il valore intrinseco” spiega Emanuele Bertoli, fondatore e titolare di Berbrand. Un salto cercato per fornire un’ulteriore innovazione di prodotto e processo per cercare così l’eccellenza. “Si è mai chiesta – prosegue Bertoli – del perché quando si osserva una rosa particolarmente bella si sia consoni aff ermare ‘’sembra quasi finta’’ o del perché il trash faccia ascolto? Abbiamo generalmente perso il senso della naturale bellezza, dell’ascolto di un’opera lirica, di una sinfonia musicale, dell’ammirare un quadro d’autore, un vuoto che opprime, un deserto che spinge gli audaci a cercare l’oasi più vicina dove poter trovare ristoro, amicizia e fascino e, Superlativa ha l’ambizione di esserlo”. Il nuovo progetto si presenta sul mercato come produzione di piastrelle di madreperla ottenute dal re-utilizzo degli scarti di lavorazione dei bottoni che, montate su un supporto resinico, permettono di creare particolari eff etti luminosi. La società che produce e commercializza le lastre si chiama Aor, una spin off di Bebrand che la controlla al 75%. Il brevetto di Superlativa, datato 2005, si è sviluppato grazie a una collaborazione durata 5 anni tra Berbrand, Politecnico di Milano, Micromega Network, Regione Lombardia, il sistema camerale lombardo, AIB, POLIMI e l’Acquario di Genova. “Come per Berbrand anche per Superlativa la madreperla arriva dalle coltivazioni di conchiglie e molluschi bivalvi del genere Pinctada sulle coste australiane – prosegue Bertoli -. La materia prima e le piastrelle vengono successivamente lavorate in Vietnam dove siamo presenti con due stabilimenti Berbrand e uno Aor. Lo stabilimento Superlativa è previsto entro il giugno 2011”. La distribuzione di Berbrand tocca Italia, mercato europeo e Stati Uniti per un fatturato complessivo di circa 2 milioni di euro. Gli obiettivi per Superlativa?

“Abbiamo stimato un piano di sviluppo in 5 anni – spiega Bertoli -. Ad oggi abbiamo già avviato progetti unici applicando questo nuovo materiale sulla moto Augusta, sulla Ferrari, su imbarcazioni, progetti di interior design, arredi esterni, occhiali e ora stiamo lavorando anche su un jet privato. Si tratta indubbiamente di un prodotto di una certa rarità e proprio per questo ci rivolgiamo al mercato europeo; vogliamo conquistare una tipologia di clientela diffi – cile e che ricerca il massimo. Abbiamo già alcuni contatti con case reali”. Il fi lo conduttore che ha permesso a Berbrand di crescere dal 1995, ampliando il proprio raggio di azione, è costruito sul tridente vincente della qualità, talento e passione a tutti i livelli. “In Berbrand lavorano 7 persone, in Aor 3. L’età media è relativamente bassa e giovane, conside rando che il più “vecchio” sono io con i miei 43 anni. Nel corso di questi anni abbiamo impostato l’azienda ponendo i nostri stakeholders, fornitori e dipendenti al primo posto perchè sono tutti fondamentali e questo ha permesso uno sviluppo armonico e ambizioso”. Il nuovo progetto Superlativa aff onda le radici nell’idea e nella pratica di ecosostenibilità su cui Berbrand da sempre punta. Come? “Grazie alla collaborazione con l’Acquario di Genova abbiamo ottenuto la certifi cazione Ecocrest. Si tratta del primo marchio fi duciario che certifi ca materiali e prodotti di origine acquatica provenienti da fi liere ecosostenibili ed eticamente corrette. È stato creato dalla Fondazione Acquario di Genova Onlus e può essere concesso in tutti i Paesi del mondo”. In questo modo vengono favorite le fi liere produttive che contribuiscono a migliorare gli ambienti acquatici o a conservare specie ed ecosistemi particolarmente in pericolo. Per poter ottenere il marchio Ecocrest, ogni prodotto e l’intera fi liera produttiva in questione infatti devono essere esaminati e certificati dagli esperti della Fondazione Acquario di Genova Onlus attraverso visite di controllo con cadenza annuale. E proprio sull’ecosostenibilità, unita all’eccellenza, si giocherà il futuro di Berbrand. “Stiamo studiando progetti di ecomarketing – prosegue Bertoli – e sicuramente continueremo a puntare sulla vendita di valori legati al marchio. Siamo ottimisti e come azienda possiamo dire di aver retto bene all’ondata di crisi incrementando il fatturando e avvicinando nuovi clienti. Il marchio è in continua espansione soprattutto nell’alta moda; forniamo le principali firme europee, soprattutto in Francia e in Inghilterra. Ci viene inoltre riconosciuta una particolare effi cienza sul fronte della logistica dove segniamo un certo dinamismo in tutto il mondo”. Nel futuro dell’azienda bresciana sono previste novità in linea con il progetto Superlativa e il concetto di ecosostenibilità, come racconta il titolare: “Stiamo guardando con molto interesse al mercato degli Stati Uniti e abbiamo in cantiere altri brevetti a partire dal 2012”.

Berbrand nasce nel 1995 come azienda individuale per poi diventare una SRL. Sotto la guida di Emanuele Bertoli, è tra le prime realtà a delocalizzare la produzione in Vietnam, nel 1996, per la lavorazione della madreperla. Nel corso di pochi anni, grazie all’abilità estrema nella lavorazione della madreperla, di partnership commerciali e scientifiche, l’azienda diventa l’unica al mondo del settore a certificare interamente la tracciabilità della produzione in Pinctada maxima, la madreperla australiana. Berbrand diventa così fornitore di marchi protagonisti della moda e della camiceria internazionale

The Made in Italy Business Directory



A top level service offer, particularly in the logistics sector, combined with quality and competitive prices: these are the strong points of Berbrand  from Adro (Brescia), a company founded in 1995 that over a short space of time has become a world leader in the processing of Pinctada maxima, the precious Australian mother-of-pearl. It comes in a variety of colours for fashion accessories such as buttons, whose production is entirely traceable and certified. Even the processing scraps are used for producing Superlativa sheets, unique products for the interior design of houses, yachts, aeroplanes, luxury cars, and mosaics for swimming pools, fitness centres and household furnishings.

We spoke about all of this with the managing director, Emanuele Bertoli, who is also the company’s founder, and asked him about its positioning in foreign markets and what the prospects were for the future. We focussed particularly on eco-sustainability, since Berbrand was the first company to obtain “Ecocrest” certification, also winning the 2006 “Premio impresa ambiente” (Business Award for the Environment), established by the European Commission Directorate-General for the Environment to promote organisations that contribute towards sustainable development.

Mr. Bertoli, what has helped your company grow?


Having focused heavily on vertical integration; our raw materials come from Australia, production is in Vietnam, distribution in Europe, and the brains are in Italy. This organisation gives our customers, who are mainly large fashion labels, awareness of the added value that certified and eco-sustainable natural buttons have.

How do you position yourselves in foreign markets?

Our development in Europe is connected to large designer labels, to which we offer a complete service. We are also present in Tunisia, Morocco, India, Bangladesh and many other countries, including China.

Is there any foreign market that interests you in particular?

We are focusing particularly on the United States, where we hope to compensate for our current weakness due to the revaluation of the Euro against the dollar.

Is there any market that might represent a future challenge?

It might surprise you to know that it is not China, because we consider that challenge already overcome. There is a lot of work to be done, however, in Central and South America. I’m thinking, for example, of Brazil.

Has the decision to invest in eco-sustainability paid off?

It is paying off, particularly in the English-speaking markets and obviously in Germany and France. In Italy, however, there is still a lot of work to be done in this area.

Who are your major competitors at an international level?

Certainly the Chinese and Asian companies. Nevertheless, we are successful in the market thanks to a certified quality that we are able to guarantee.

What is Berbrand’s greatest challenge?

To remain flexible and ready to keep pace with the dynamism of our customers, who, in a sector such as fashion, have to contend with a market that is continually evolving.