“What’s happening today is too many brands who describe themselves as being in the luxury business are not,” said Micheal Burke, CEO of Fendi. “Their model is not luxury. Their model is: ‘I’m going to produce 50,000 of this and I’m going to push it through the system’.” Burke believes the sales ring the alarm on what really is luxury and what is mass produced cheaply. “If the sales represent more than a certain percentage then you’re not in the fashion business, you’re in the discount business.”