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Multichannel

Pitfalls for luxury brands to avoid when going global

May 3, 2011

 

mandarin-oriental-site-1851With many premium brands starting to further extend their commerce and branding presence to other cultures and currencies, there are certainly a few things to keep in mind in terms of maintaining a certain brand image and retaining cultural and colloquial differences in a multitude of channels.

Brands such as Ralph Lauren, Barneys New York and Mandarin Oriental have taken a renewed dive into foreign waters to engage potential customers in different countries. And as more are starting to cautiously peek out into the ecommerce world, some experts are weighing in on best practice for ecommerce and branding strategy in other cultures.

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