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Commerce

How H&M should go luxury – and what could go wrong

March 28, 2012

 

By Rachel Lamb

Consumers may soon see a luxury collection by mass retailer H&M but, like all brand extensions, there are a few red flags. H&M must over-deliver, outperform and out-behave competitors to make it to the big time.

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  1. Luxury Unfiltered: Why the best luxury experiences look exactly like the worst ones (on paper)
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