In the next five years, the company plans to open 15 Trussardi stores in China that will be completely managed by the company itself, as well as 15 in the Asia-Pacific region. The company now has total managerial control of 25 percent of its stores.

"Chinese customers are really willing to spend a lot of money on what they want," Trussardi said.

"In Europe or the United States, it may take at least half an hour to sell a bag that is priced over 1,000 euros ($1,320), while here, Chinese customers are like 'goal customers' who don't bother with money."

For Trussardi, the biggest difficulty in China will come in giving people an understanding of its brand without "taking customers back to Italy".

"Trussardi is first a family. The identity of Trussardi first comes from a family," said Tomaso Trussardi, who began appearing in Trussardi advertistements at the suggestion of his father when he was 15 years old.

In keeping with that practice, Trussardi's film-star looks were featured in a recent video clip promoting the brand's newest perfume in a campaign to mark the 100-year anniversary of the company.

Trussardi has a master's degree in corporate finance and banking from Bocconi University in Milan. Wanting to practice the techniques of communication, he had once worked as a journalist.

After reporting for three years on what he called "the hot topics of the day", Trussardi said he can affirm that he prefers working as a CEO, although that job comes with more responsibilities.

"My father and my mother, along with my family, give me my thoughts and also my experience," he said.

"That's something in my DNA. It's genetic. I am really lucky because I have the possibilities to grow in the environment of my family and ... to become who I am."

xujunqian@chinadaily.com.cn

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