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April 25, 2026
  1. Off the Cuff: A Q&A with Bergdorf Goodman’s Tracy Margolies
  2. Louis Vuitton adds Berlin to Travel Book collection
  3. Dolce & Gabbana reworks Ray-Ban Aviator
  4. Lions, tigers, bears and 'Wirkins,' oh my!: The legality of Walmart's Hermès Birkin dupe
  5. Luxury brands are now limited in naming capacity
  6. Prada taps ‘Re-Nylon’ profits to resource environmental education
  7. Porsche builds 'Toy Story'-inspired 911s for charity auction
  8. LVMH appeals to eco-conscious consumers with new sourcing standards
  9. McLaren hires Ford’s Kemal Curic as chief design officer
  10. Luxury Unfiltered: The celebration problem, and why luxury keeps declaring victory too early
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Columns

Why a cognitive approach is key to luxury marketing

April 26, 2013

Matthew Willcox is San Francisco-based executive director of Draftfcb’s Institute of Decision Making

 

By Matthew Willcox

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  1. Off the Cuff: A Q&A with Bergdorf Goodman’s Tracy Margolies
  2. Louis Vuitton adds Berlin to Travel Book collection
  3. Dolce & Gabbana reworks Ray-Ban Aviator
  4. Lions, tigers, bears and 'Wirkins,' oh my!: The legality of Walmart's Hermès Birkin dupe
  5. Luxury brands are now limited in naming capacity
  6. Prada taps ‘Re-Nylon’ profits to resource environmental education
  7. Porsche builds 'Toy Story'-inspired 911s for charity auction
  8. LVMH appeals to eco-conscious consumers with new sourcing standards
  9. McLaren hires Ford’s Kemal Curic as chief design officer
  10. Luxury Unfiltered: The celebration problem, and why luxury keeps declaring victory too early
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