The Price is Right

The clothing importer's application last month was routine. The Chinese firm wanted to bring some bras into Italy. Anything but routine, however, was the size of the shipment and the price at which the firm planned to sell the bras: 10 million of them, wholesaling for just 50 cents a dozen. Italians buy about 40 million bras a year, so the 10 million represents three months of total Italian sales. For Paolo Zegna, that request to the Italian government confirmed his worst fears. "It's predatory pricing," fumes Zegna, president of the Italian textile trade group Sistema Moda Italia and co-chief executive...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!