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Multichannel

If the product is right, luxury is a matter of positioning

October 29, 2015

Glenfiddich Scotch Glenfiddich Scotch

 

By Forrest Cardamenis

LONDON – When a company wants to establish itself as a luxury brand, sometimes everything but the product needs to be changed, according to a Glenfiddich executive at Luxury Interactive Europe 2015 on Oct. 28.

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