3 things new luxury brands can teach established marketers
Posted By a Luxury Daily columnist On In Columns,Editor's Choice,Featured,Opinion | No 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CfxNBoD1kRamc1uJh2cNcdu3zIZeIM+QQ7IoMIhopbAq1OjxZQawFmOvEF0mm5vJSaPe1ppJu3OZ1nYpE7u5poR4QLCq0ODehvGX+XGCdmW3M\/DKcKA4K8ztAJWD8dgRUL7MjxEM\/p5e+i3xYH89ez4zj5gi3NGKLfaNZ55zwq5N9TDaMAOvbAMbtFdmArlYdj8+0eRLxPZo0pM93iwRkswC8juP\/WyM7xzyGixxDs0f6gTpc20ylSptwtz+oZ5r2dAJmpnTJqVKRm5apVhr+WE2EbAYBgN+21WTNcebKjgPqs6XPZLgT4LgYnuLvXQ4fA+V1EU\/Be32JBq24+hsnRvlVh\/GOdq9zDl\/PLeekuR5iQrVQmr2owQW7PhinWIoaAjjGcfgOFL7M\/3jhhkqnPzsR9I7vnGnicpRGPjEwRcfT0QGN\/GFWVnllpoUv85tq\/9pImLWHFhyVZf8PxFzjpyB9EAy8X0YhVnJzB2oGrDjG6pMzEJVgT7cvJo\/NTgnbp3bHM2vk\/pcPKzPIK1lhtqne8nrOohPeQkRZCsxMf3vthY5yY0maulHuk0DZt\/XdpM1Qdz8JxC8NO1Yx8WD3u8jSwUzqoBrWOy+TAhTtA7fuMteF3fF6aPWHrVZuX2+FqzCWP\/LEeAQUOwEj6+HjAOr\/c8hx7mdQu+V6RjhCMLgsfvMuQszcoTO\/OftFVfNd4gZkvgjY7mYwXN9NGbEIU94MSmNgqhhhxf3Mqdi015vWZw0RJqW0gtgK68+jvQ3d1El1pw3F20zpVKK6xqQWZnB7EtW2Jx2pTvhPLUD64\/8E2NoFm5SRdPtOGU25oK2MTl9dajhLzXATQWqRUBU97NxCMFT9+pCYtlZE0YMaPkzUDulF448LuQcPPbLqTwB0rfL\/UJ1x2pXjVWO7k7LjPsJjzKIZ\/r9WoqN7Bz4kOYw1xACRhxSIKGFtDBb3Urv4sUGlvYCbk6hUbWTOHQlmgmWdh+bEAKSjaHQXNI6o1Ar3TYoCEg5dK4SQqkDGxUCx2KRE2+Z9ntp+7cKrYoKx31D0kqG08djdmxwZ3SNGfCfk421lvbcpJZgziebE4LnkMzIC3WIZL2f0WI046O2xOgWgi\/UH2rAnpwdYmoUFxAMjg7eNeyf9Hm9SNevGZWKCuDb9hkKQfDRXH4RiJ8f2dOFceLKOHUGnZDvxfMMsIScRFNb2x57zLSlYOVkhhm+XLw7CO7O6qGpv60XQ271piMe8fhZpUYN6ZxgXkCyX\/JOTiRD\/yXl4UDB0nIHX3rtIOss0xhxdWwlGkIlPonxi8bOdk4M+Y5CTleY+0GhKKAnuWysDq\/3lHbvN3MsW1cboHJ9J+1nlXI2gvQH3iDXS89XdTLU+g6gq1vWmb\/oHWBjD97j6bWHjLJwiT7Z39y+WHwEyNNn7rVnMmIXi679U3pJVwsKTk\/pBSaFZED8l1fuwaQ6Z2ivRCYbC9d+jzDTTIoubmvBGKKMUl1x8plln4GGVbCRKbWNT47WiFf5c7cMbU0wCxorGgxVwBLY\/MLd5EeoY7HkXfhzrKXBKDemwPAlNyLQfI4x5BBI08NCSIVQUWztEd6C6Gk2sM9\/PTEOy8213akB1s+IKn7syPTamSYSU7j8hB4qX9iMCmedOfxzWwYdWSWWPg6aENhTMlkKRAwZlOy8l5FiIDHsGa5mrRBAlM+sJDH2Cse\/ju6v3kqANRYQO6SO3kLumP1L+GGCOP1iZFxdHzr9ZVBfnjLoZJx2+LbtMEg18DSz5\/P2c0zWqqRXPO5GWI+qJU41dxyaYTqAzaAjwCfmE+OiklosT2aMAFvljHG2hGzjJYtg3vuxaRii0hIEQoYe4LwcRgvhjdtHB1Nw5nQQGoA693TxzWFYHGmgkaQdKy+8ti+kPD\/fTUyh5DaDCtzV5eirvCg8Ii3mgrMdwxr2BQgEjUVNsGRbysx5t+19rUHfMli\/5bRjF0y54auqFUvKNQ8IanSyplD0fT0JlhHot7fqZFNsfGKLy2rETVjDfupX8oPRRQjXGn5OtoV5BCf3dYmKOL9X7ECV63BszIg7U06igx5embBajl9iQxqjIDB8MnTD49Dqx+kLKV52MhfPYs8wM4zOIGh1KuAxjATpaV6NpOLgVW7pkEFmJCbjdxvO\/KefShRAOx3b9YMrvkr59IPGCcCRnbDPz8o61n\/QOUZpCi9Hm+HVuEGCPvavb63hXsSIeKkJ+B5OlR33cIgyKW\/N8+VA\/IJNE1mQCt6AfWRp9kSd5e6ThVVFI+GgX0eB5qhMcUl0BcYfgo5FCHQflGQwq761yCosdu\/delltt8vPes530laozRIKUTu6St45pYYT3eTAe6cZLNRwvbP8UQExpkTrooMFVRnlRUZuBspvz8RxIu+r4TaIOo44q2tlSkwbHNF51NXFDzPaQ11O5rKsXJUsb7msXwwvJL19+8OFWjYND7G88za4lsaMIgiyqL1kLNsQMElqFW5x7bIZ9MTJytSjp8f1G8OMsk6+yki8EFj6YZps+OEZ+r4Ygkkp0pxk+jUBqhhW6TcxTdoIszRJ5p+kKVbvMMBOkQ853r4NYeMOXivFokfd4TmKhWXRbnFUZPmwFbkb1CtVOxhCBCn6Ud1XrX74Rj51FTTXZBKAAuNgFy0tNoAZMRUMaIkldKrg+fzt\/W83XIZwjI\/EoeLHIq1HTeWIpSe2CEUMk4bMCTTVNAFy5gSmH\/uCPDElEgwX1iR1L2uB6HDAlF1KiODTmLpKiM+2evC3qFWLYPYwbJztClJwiWNBvF7RTDQLcmGwVBfI3WK7NN5uzfOgYGONT0x3627Vw7eF5g7YuOR7Nfv+czPZF4sWqCyPiysdVf4cmSmH1GY4bWFgAg2fFU7oW2dBw\/M8EwE\/Y0OvZET2N2eO5X4l7aMvlj7GyyicvoYHjGZVl1pQoR3V8+0J8Q6w33u4q9GPZKUIKYawmQ49I\/Bebr7MpuP703QG1MjJEaRKmSEWZOYtrV0PhVBN375iT2DjqVPVfVGtmfVVKF9b1UY2nLVOUgV\/QK1JdZJRDogxGYRweBsv6iOY3aiApn+a6myENiXlPDb1hgSlt\/wg\/citRgb9ozot8JxfByZphRtynj4O8x0ei28b9yP+n2pmsjNMKRXlXQ7o5v1Nup+iT\/glm72Kr+dfdLNESv8fp1JLM4nLSijJqE1HXIB40krHM4vgiMY8AIE1uGEdUNBHUc9DlX9hV6SBejR1r\/hL4PfS4ieq1UMgMqQutS2ul26mayQbjVVKpl6yJGhzuQ2NPaoKU5Q0dg8kxqvdjLUkIHaPMV++ecawYl8DHgD0A5UF11oED8oMcfbyzjkyvCUh\/nA3pTkHnW6VXTxdlSVTNOw60wVvojYsLXCyRpjPc\/Fh5johKqZtPp1B4XuOTzxhAW\/e2wbv7NbFMi+ha\/0go4zZgD83xH5f1XjHkW6oPISyKu9utci4HRlmmI70S8SxyuEfqmf46NM1DisaF9XaiW9TkmmNPAA+gPQqH8MqMcExtccsQq82rcEbDzbXrtrBj\/kj3\/JVl7NiLUwiQQIjJQKbCTXMHR8OjlbMwIjx4kjdQnCfGFwuwBlEdW\/OycN2vXxwUrg9PapeyN\/elT3hBfgcmVpJU+urT4upUlDr+T9AzVfgtwfRAg+1yLSXONRGc+J4EiHgZ5BlNYWfWrkrw84tQigHN7dFJScLXCdY6ZVSHai9Zlo4P0Gs3oq8lcq5rl3cjNnmwa47ZQth88Yg6RVq3aa\/w2bUAlk1oJ7z2ilZ8kQFdHGWh27LlA9kumY1Wlu5xs2QycUmJmEJ\/AhkFYqfeGsYOS9bIbhtkBqJaovBqnxnQOk\/1\/buDKrYEKC+uO7vdIpZWEAGs+WvPJfIsJwLYkJ5K6mSfSgfll+XWtlS2QapjubbLn3bD+zfQtmWgObjXY08qzKaWLSffrEh34At\/4LC9j+BiKhfsTawDxdPPCjxXIom492UJd1PA7DC69FQ8EUIvPgWbj1o7z1yLclA+4n\/Zl2RHEmp6UOrx99sIBk2B\/tD6WsiqrcUtMXfWB+2fBh3CTSNjcvAF8VKJ3LmCK4dLcmS\/Ne5vdYcXPVHcEwuqh0Q75PCnU00tuIHefzKJQRauSDaf5QEoswkwqI3pLejLezz4pybrWOHbitInmmBBM01845llDOaKnSZx0W0CSPguUFbdMbvBMvnBp2UHOStj9X7kEvVDRFRUx6mT7+y0kpo4V7rmk9W8+Gd1RRqxyNnNiymQStM17w\/WKOH+dYNXyknaDp5+ifMnvK\/IwUuQlMFBoB4Vr7OOxunThhbhJnmdSb0yJ4\/wbUsRirP8LFkdBquj0VbR1uPyZeabLdghxxuj+VQjy\/4HzCqCSzq7lYKsf1eMetsdJ5lrrj3NWdCGf51zayHrgyer2wWiCBVjYEuaJydNT73zvbu+bd0\/aSZ7oZVht5RppMyX4Q7h6\/JY3NHCewb7gKZwQeX9W4fDfcIOisNm9hN+hTHP2f0MlXHDay6DZgP1iLJORmS0M+WwVm\/fJmOfXwPSXFq+vUvXvPYNVWs6+FijHSZUScGO8GyURZ1cOlPfPNiwz4RAaKYF95X+Ktw4Ai\/+afGhahOc4Ti+GQcWXZnl5UjRb4ifOvjBwqeKy\/7AWVgBlkcSqrJpgicTgFaXrtQM8L781BAyUF9WitCY0Vxw28A1tDIQgdE8UEk8MqfhPg12zfAUmxOXGhnTxJXFXVMwn7udJq\/gSDbO0tIWFYlvtGvqIgAK5wAMimffEe\/ZXiB6nIWeDXTM74\/4o8ROdvTLiL60Z09fxJnF1TlKFpOInXSvFCdddcTxfFJSm0APCIjv5YwE9O\/vSgtnuRmWyAzKf88EURIzqRfLQGayZgOTs5mgRsLXcRw\/6FXmOSzzu1bng0PmS691L+mTQmzKbRPdVjLcaeRcOza24TZxpkDtkERFAOm5syGLzJAfIgvo8NPQ6YVriDjAXGOfK+IVuflMxn3S0W2kVwh7V2RR\/usbYBQ\/T7nXUW5+0OMa84pUbgTUkyoWjF\/N2zqsdwwrymTASv9myPi7tQEZttyjqwjoOeTyin\/yzAJFndOFSxOlQXOCtAMEx\/EOYoiSZfCQq6KR8nldVt0wsZ2tLbyYzi8uk1b5nZ2nxa7ygmwy65bm6+Pk8US0atOcOcA5k9GoRFXtfH7x7XWOioZCfrqx\/kbxgxqMwjM+1jFvDsQFyvYHpcdLF1PBN1RL2AjUr7wESkq5SjgA8s9Se2HwCzjj89XTRYexNKv5Crg\/v831QVxSk1FQqOekERx4e9p9b3AcKBuUPte+yJ1QN5JlQ2NNJOdCIUG5Z2eV3BeBGy1VI61qc60kwoWTUOWOsFRi0M\/89mb6yZ9OsfKejlPgaElsNDbt3J\/wSzIwaBy6Q7ulmPuA+p17mtzFFlcjUYxj8jJK1uL\/Irgy\/6JLiS0ib7i8iJ3esO6p96Im0caVvcR+RIm1EYMv0vN3fm4WOvWP1DYttAFAMQ+Td6fgj\/LVhF+M+3RHMDfY2OGw12pGso1xa4sM\/Xd9sbnojh5tur8b93Dse9+YmTiAhtpnzWpX7645tj4fMYgKLd35cHe7lV3RouRuFBFF2wiaF1lM5FxAJbzUi9rh1nqiE2pThH9pngMYISFD0okEchYWr7RZzf6rUkpmUOZv8eiZo\/8RoUd3\/jyA0QR7WwTMghDY8JGKg3fEWKwIeg+DjgBsmCvgG7RBPzA1pS5hj7oinCSUX7JvuTB0MfGdkUrw3HOO\/PZYWyjGASQXAGQMu0Nad2q0S+ukrXrDPImIXd4QJ9+WRzQh487tPVSq2tr+6PHviVPhpuV0bpIOrS7blnRcnhEAy+8IqNMNH1IH3zXepcp4ZtXbewBP7AvADUzEgzofkoa0ymHotRopgfRrVufBIYfv3C\/qBCN8LtnzWBIpKkk+o5rFr2G24Fhqsitlpv\/oUGbQuTy3EUu8DzQUiCnWR3Y80uL9go2cKWCUEfZ9prWTwYXQah\/\/WZSqfYOxYAMjEeJSE5RTmZ5UX3P+5xPWnUyYKwDPjmS3GlLk4OhtYUwGr8+LJEuAfDcT\/qwlPC4wvVw+UkV8PpMyjSF97sC1+TzuB4pCwM5TDoYtzKbva5Zoyv28I36H3XR+3sWUqLOCj6RFv+KNluYV038eyp4yOkHeRY6yksncjxvCQsMudWDE6U9bhzJCold+YTThZ5O105+ZzpRZgLfNSwEnprN62ESU17feAqfibj1eeN6XWS8D9Wsd7UNzmCiwm7DCaiRzfEzpaWpoVDyWeCaeJ7GgUcy0bjoY6sHA0bt473RAjFsEX0msNvhlwe4dlEWCy2Z71081HQt5JyUFeDG2Y57ajvwYE9Ynktpgf+P2CvG8DGhiJQ98TBkcj\/mYMKUzomOdp15znv6LsQ7Mzb7VcTuBjt6LBf1b8gyZ+hdzTGyjL0tTfuA+dpv693WubRbbfTI3EiEPs9YDHJf1AjJZKy5BW\/8tBG7uTZb0MkRTwaTeNRD27LDS7XH0iHy5dK7d1I6bJg5UW3DZuHWIN94o2TwSXk1otlO3Ihb1WXsdL3t\/t9yowWWuums4fFhrWAtN3LfXFGZ4zzz\/5QbUTETlybAIwPoI0jtuFwly\/6Vpwa+XgUiBQYYpzIEeRfnWv\/WLv5o\/7IfmL3GoXQqEqJBpTOqdR3ExjLAb5\/O5B1QlGqm2DqXw06MPxcute0lasg\/jLpzYj4Xah4NiFUssndQHLXoCWadtHWoEpkSTchUZAVpx1OuSSTisDcZTi1FHJybUW47e6QdQxGvu1e\/6z6a4k5VPHlXfTTFM7y3Y5INWA3yvsYC7BwkEmqj9jNWYJLW8awNt6f2yqOp3conk+31gDOFjSxqqj7lHGgt6ZWRmoEAHyGc8dSnyi4FKdAyLKc4JRzA6LBj5rjIr399JWPj8qM8+LgHV6vMec3Ci2KO9Ph1rRAzFFTza8b5jPkvffzeFhwHowUje25XJct5TKOk7Ay2FrUYQzT7A\/u8Vtz27mznvQiTS7FsUf9TWUYDJLDmzbTv+0ktNSjmAnksoNN2EWZi9UAyvhroefPgt1bSoHQabKeJsVCl9rB1QWB9KB68Cj0XM02GACFyeQMxlpmay0Inp9QEiE4JJujkyUB6XZDLkwqgmuiCYBlgdHeCSb7zJKqtm0UyPuIpErEiJjzJpfW4LmP\/NM0URlcnFku0vBbUGFj12puk+BhzGSgNF\/iq5V9iZgxecwonqMxGTj69j91S+ULotWODgDYknmtwRf7KVsr0NVBh2B\/a4rIUIyTS9eXw5BjqIB\/Zp5M9A1lEDBrkwifQ+Jnw==","iv":"f30901b779dc7dfbe971e9c2f7f6a23b","s":"ff81f45700cbe2a9"}
Jasmine Bina is president of Concept Bureau