Marketing
February 2, 2022
Two major disruptors — Gen Zers and the metaverse — are changing the way luxury brands connect with their customers. That starts with the brand story. Image credit: Shutterstock
By Daniel Langer
Luxury is the creation of extreme value for customers. In other words, it is how well a brand can trigger extreme desirability.
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","iv":"74ee85ce2bc3b108af9ff6108c8b3eba","s":"bc1ca7bbf9db2eb1"}
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