Reducing prices is the easiest of all marketing measures and can be done in seconds. But it is a terrible idea, especially in luxury. Image credit: Alyx
Luxury brands must avoid this “easy growth trap”
Posted By a Luxury Daily columnist On In Featured,Industry sectors,Marketing,Retail | No 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","iv":"ac21ac9ee0d69f473dd92da875505b98","s":"de333d5acd50a028"}