“The full-price sell-through is super high, so even if I put them on sale now, the impact on sales would be tiny. I wanted to give the collection of Alessandro the longest-possible time at full price in the shop. It’s so new for our company; so new for him. I think it’s too early to put them on markdown now. Alessandro’s fashion show collection started arriving in August, so two months and a half later, I didn’t want to do this kind of action now” explained Bizzarri for his decision. The fact that the selling is going, already, so well, is the main reason why a discount sounds pointless.