What is the strategy for the textile companies, to make the value they produce to be perceived, and to get a premium price on the market? Somehow the recipe lies in making the invisible become visible. It is not sufficient to own the inside of the bag. You need to be outside of the bag. A book that is a reference for understanding how this strategy could be feasible is the one that Philip Kotler and Waldemar Pfoertsch wrote, and the title is, indeed, Ingredient Branding, Making the Invisible Visible. In this very famous book the two authors define the ingredient brand as the technical term of this strategy of taking the product, originally a business to business product, to the consumer marketplace, where it gains global recognition. So, as I was mentioning it is key that the final customer, it is aware of the component that is inside the final product. Let me give you some example. Lycra, that in the American word is known as spandex. And by the way, spandex is the anagram of the word expand. This is to say how important is the naming as well for a company. Probably, most of you don't exactly know what lycra is. It's a synthetic fiber. But, I'm sure that when you buy some underwear, some beach wear, there is a lycra labeling. You are reassured about the fact that you will have more comfort, more stretch, more fit. Same is for goretex, that is assuring more transpirability to your active garment. And then we also have examples from different industries like Swarovski. Swarovski succeed in moving from business to business, to business to consumer, and now they also have a very successful jewelry line, thanks to the co-branding thanks to the co-branding they did for years and still do with fashion and luxury brands. So, when we buy a coteur dress, or we buy a bag, they're made with Swarovski elements, assure us the quality the brightness of the crystals inside. Some companies as mention they stay in the business to business part of the more as in the business to consumer, thanks to years of investment in the branding of their companies. In Italy we have cases that I've mentioned such as Zegna and Loro Piana, but we also have other cases such as Vibram that was very well famous as a component for soles, that created very funny shoes. The one that with the fingers foot. So, it's up to the company to decide if the ingredient branding is to stay just with another brand, or is to go directly to the end customer. But eventually for everyone to promote the ingredient is a way to create more value for the final customers. That's why it's a strategy that we can define as a win-win one. Because both for the producer of the final garment, and for the producer of the ingredient, promoting the quality, the aesthetic, or what is inside, is helping the customer to understand the reason why he should pay a premium price. And those create more loyalty, because there is nothing that creates addiction as the quality.