有时候它意味着最具创新力或者有响亮的品牌(我们想到了苹果)，在其他时候它简单地代表有最多的市场份额。

Sometimes, it means being the most innovative or the best-known brand (Apple comes to mind), and at other times it simply means having the largest market share.

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这就是为什么第二品牌不应该提倡“爱”或者其他精神属性。

That's why no. 2 brands should not promote "love" or other emotional attributes.

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我们将这种现象称之为'pronta moda' ，Napoleone说，“在其他国家，人们可能不得不选择 Zara或者 Banana Republic品牌，但是，在意大利我们有35000个零售商。

"We call it 'pronta moda' and it's an old story, " Napoleone says. "Other countries may have to pick from Zara or Banana Republic but we have 35, 000 small retailers in Italy."

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