[Photo provided to China Daily]

China, which is also one of the largest cashmere producers in the world, besides being one of the largest overseas markets for the brand after the United States, was seeing environmental degradation as a boom in the sector since the 1980s had led to pressure on the country's environment thanks to the growing number of goats.

Further, Loro Piana says the key factor for the brand to maintain its position as a top name in the cashmere sector is to ensure quality at all levels.

"The key factor for our success is quality. So we do not compromise on it. And we always do research to offer a better product to our customers."

Loro Piana says the brand's customers are addicted to good quality. "It's like someone who likes good wine. The wine may be very expensive, but the consumer is hooked to the quality, and that is what we want."

In recent years, the company, which is known for its light-weight fabrics for suiting, has been pushing boundaries by using cashmere for luxury casual wear like skiing jackets, sailing vests and water-proof cashmere coats.