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 Bya Luxury Daily columnistOn In Featured,Industry sectors,Marketing | No 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","iv":"9c0891103495e7a1a612eb776034f680","s":"5bbf9c9b4f61ba69"}