some of its members include fendi and ferrari.alian brands make up 10% of total consumption of luxury goods across the world. how can they preserve and grow that market share? mr. illy, thank you so much for still being with us. when you look at the italian magic, there are very many italian high-end names, and this is despite the political turmoil that we saw in the last 40, 50 and more years. what is the secret sauce that italy has? andrea: italy has an enormous heritage to such a wealth in nature and whatever is intangible in culture. we are the country of beauty, though, and we are at the very center of the cradle of civilization, the mediterranean. with all of this kind of natural competitive advantage, there has been so much beauty and heritage sedimenting in the country which still inspires creativity and ingenious in terms of technology and innovation of our best minds. so with that, this luxury market is great because it's over 1 trillion. and italy is a co-leader with our colleagues in france, but we have two great, stro