"The reason why they [Italians] buy [Italian products] is that they live in so much of Italy that, architecturally and everything, is so old and, you can't change the city centers in Italy because they're so fixed for such a long time, so they tend to move their wealth onto how they look or what they drive. Or what chair they sit on or what kitchen they have at home; it's also what drives this industry. It's also to do with the scale of living. Most Italians have quite small houses, so the percentage of your wealth that you can pour into your house becomes more compacted, so that you don't have to fill up or disperse your wealth into a larger house with a huge garden. They're all different factors and it's actually simple stuff. "