Luxury giants face the paradox of trying to sell what is supposed to be exclusive; hyper-segmentation and renewed scarcity are the answer. Image courtesy of Louis Vuitton
Luxury hyper-segmentation: Avoiding the ubiquity trap
Posted By a Luxury Daily columnist On In Featured,Industry sectors,Marketing | No 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","iv":"25cf87c31bd5e37d18c2e7689fb6fb16","s":"8f34b5dcdfc5d852"}