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 Bya Luxury Daily columnistOn In Columns,Featured,Opinion | No 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","iv":"f4644edda331e0c1119628f77d3b8c0c","s":"b7e97d9e9fb1f04f"}