Going beyond traditional line extensions, luxury marketers including TAG Heuer, Jil Sander, Prada and Aston Martin are developing branded smartphones. However, if the brand extension does not seem plausible, money could not be the only component at stake.
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","iv":"c9ee5a2e301da55955ae6eb374e4acbb","s":"fb488e48449c4e0b"}