and karla fendi told me again, we should have understood our destiny was to wait for this man. karl is always late. >> coming up, the markets that matter. >> i would be lying if i told you the chinese are not important for us. the chinese are a very important clientele for any brand. >> and the changes hitting the fashion industry. >> i believe the interest brought a lot of transparency into the way a brand is looked at. you cannot lie anymore. >> more, "inside fendi" next. ♪ >> welcome back to "inside fendi." over the past decade, the rise of china has meant big business for luxury brands, especially italian luxury brands. so how much has this influenced fendi's design? >> the brand has a strong personality so you want something you like, something you think is right for the brand and then you want to sell it worldwide. so we are not here to concentrate on the differences but rather on selling something you can find everywhere. so that's a little bit of our side. >> the style is global. >> yes, absolutely. absolutely. so definitely there are some differences and you can respec