Pricing is incredibly important for luxury businesses because many of them destroy brand equity when they lower prices in search of fast, easy growth. Image credit: Shutterstock, Ssense-Balenciaga, Balmain, Gucci
Here is the only good pricing strategy for luxury brands
Posted Bya Luxury Daily columnistOn In Featured,Industry sectors,Marketing,Retail | No 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","iv":"bbe23cff3adc31b404931f04d47899c2","s":"e9be965e74bfde2e"}