Sonja Prokopec is LVMH chaired professor in the marketing department at the ESSEC Business School
How luxury brands use subtle signals to speak with an increasingly savvy clientele
Posted By a Luxury Daily columnist On In Columns,Featured,Opinion | No 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","iv":"24906c7911680d7f45a829026ff49c59","s":"d4e2cffe9450770f"}