Luxury is meaningless. Or why millennials want more than just a brand
Posted By a Luxury Daily columnist On In Columns,Featured,Opinion | No 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9VjgHstm1m11bNQxW3Dlq1JtMgbtgVeHEzrpxkar5DqbCSucotr59w5u0ZJPDdAcsA9fRzwp828gUfzgVqcYOSO5sfTGTYt9SYvizGzXcaZn6gRbLFMLtYhog6ZBsgCVSk7mfo50sOPTsLHcwZiqXHTlW3ERWqWJ4Pw46vTk7JFpLsiMvdUuAcIc9w8OyeIcj5uCLd5CLFkgeyuiesvZhlLHiAmXQR0VGfGR\/5AfCJYYHMwMzR+tOA4EBp5bLr4\/DqSTy3LjvSZtrlKCPTv+kkc0NNDrEmeBaoszqBL3DkfFzd1X1xiybS6npw3QD3+F2TErxW7crlkPZ6V5MZOrYMDB\/HdI0o6T\/18uzp5HQmbVn9d+bFkW49dU1mzNA\/VLP8GeITWIAFFSBANXEHCQfpzGlT5gcqxy2a9AgBHptC3eUFQcmf9sX1IxQxR1HpAZuqOWDDrMR1Xl4GdemufthiInuM9g8JP1oLfHQ3M94ZsoJsJhdeo6rMsJphFw8ygzwCrR5SypKNV8gvR1mb8IxR0Pu5jyLkjcaXzpzHgGMtDRdAczmWyCRmmcERF35ZYgHl\/ffQvW8sE086Z\/11K+rq1eYJU1NQ\/jIUXhpRJ4+fnTOnkQTTNGyjPguks7Ts40u13Grdmeap8pKbQ6PgY2KN5E7maE7B8oKMix1aik+Pla1xMke78OOdFmoQ9AG9vaoh+PHLkNJDK4wJpd0WuU6Th4Wpb4lrxkmPae8RNiBzdSuiG0pRXtnOsNnXJqyhcDu5iLdxiLp6X3swvrypyIl\/S1+4t0O\/voy35YMD7I0SOvPsnK6F46uBc3g1tdFqZWT+zEHyvI0do2DeZ+ee+UxHjaeXUrJOfKpI602VBgF4YUinDEFeNrA7sghwkYA28D\/ZWBa1hS8wHjVORZguuxnJnIMiRZgFFdGCcZ\/6togof3tH3+P920smHnrGDnXfRIZQACNeXPX1bY6m9cw0cdRpFYkZU6l5HHQLeRp0jtO7pNNuxvcC4x\/cbRn7Djk8S9eUWMNdzIcSyIfRTv60wldS0nELQX6FQwFNSLIuG\/GxaxCBrSwQDMHoNjiM7hJQ2WxczJTIa5j5omdxmZIwkZ0H2WqQRR3qoTnWdUdYmrpFssWgIaKyzIeSbvKX2bQ00mfvu6\/InRvwPgVy5KtwkjXSkov4ciQgDRC5NmKt0jErWUzIcHwFlwOX5g4rx78J0vq2TKaSa8rA7rQ9UpsXfBCOcZRIUuLaeX7zKSFWZfea4MZz+RlZLosoQ+8Iv69H0H6ayBF1CtzGuPhAX1vGMPNemaLrFnCb\/W4pFks1WiIxFDNy8\/Gf8f4aSvWoMMArkw2Nz4Z9Rgy37Ywdz4t2uXNt0R5qXS1wqGpYZ0AafpJb9kFTVhHZLJwFpHk2G\/FiafQCOHk8tUuktUm+hkGFMOYlq+O1sQGU5pFakbnIk6Q8ozVJ0y6dlUJxCtaDSD4LBD4S5R7z+rmkP1+waQmtaN7qc3I2InkuVm73bKmLT0sDg6+Xmuc5ZMrz99fd1V2WdfiEJQMmOjrt8MC9hGbLwscfBiIPqQg5M4cUAmz5KBsOr55WveCCVTZTcVE\/INxyrbrkgOoSHdyfq9RKBV6SzkBRwrMfb10C9SnRtvRxv6kT2fPqLpEcx22Pzphzm2VNikxzcHHHiHi0tcMhIhi0WntoxGA2RrYeqkLCSm2hA\/W8kNeBUmmYR1StVFWJE1YamXKCO3ff4ZaapjsieDaCyVuKZ8dyyW2w29TJc\/71wkVfnWtOo5\/EcWA7FQySeUYp\/D3wBi0nrE1Bx0gncvt4K\/ja96oDaR+PNOg2yeZHZ8QOgiLxTg9ZBE0\/P\/vs8TjDNMGQNEnKNyrIQAon8uP7WlfQysKXxqVnYOVH5\/mgASZGVcE0dw685QEH5UPzQTvc0Z\/NkTjzF0Qt+aosh4H8DAZKbfnBTcPRmO8jThjd4XPKu9bYQkc3MgAkEOzn9D4H6TLcHCNu6CEgZ4QlXoJ5ltt82L9Lu0zHM6E3lNiEItPmwsIyq0Gy9tVB2oitLTDO8AGiPirLOHFSIlPLy1iZ\/YDfh8WzQxXLe9q8HnU+kREyxpocuizWcsS+XWiYvsj+l5HpCqw+lHSIYHfkTuDRzYRqYMNPyqygIr4tJNaZ2lLgucyA3\/NGMPJ5GMRlF14awm3cMtKgpniBDaydCY2OF6rgnpOX51pmAriOP5LBZAqy2XSWSfLYTHuoRaNCBHsuUIBhK7OpyDfTkagBICE62Xa7IkNmqu4JSjUyBp5tyTZeGHA6B8jeDl6A3SrKXDVbHyVN7jirIXArziNvwEnLQ4NFmoccxNxVpt1EKu7imyxsbCKGvMhrNE0xH22HxiWLUsiJPrb42J3Sde6Eh6tS0rYi\/DkCfzreOrxtE6KuC3BzbGqnUq1Ui9+9+97NqCPoCkBPTdyvFNIntCIoQNmc5P1n9xP91MRqiGna8DKyoyb35OF2g23s1OSnsO0Mdf5HKpF2K1cfHrS\/HkYNpb3ugdms2Dvww1XjP+\/zkRM0+oWX6mBV6\/eTFxy9+8GUwvTDAB29l1k\/89sAdzk+HrG5Fl3NhoZywk2eziok42DWaGBTYiFsPMISs37tkgUNQpOYLrM+6m72mRlHXwIYZ3TbIn4sLEiYjNJn8HD9YAG2LulBarzagqhet3XkUAhxwuELtvthNu\/VpcZjxmwTumjYXu7t4\/MsR9mX+mHcolUl2yFZAmDG93ndbGEar5p\/Ue\/YVbEOdBA4JLytxzqUOF7LqbNr+Pe6i0lqpg8bI\/UVgumM38NWTK2xptRiYaz+BomogKRHwtlUO4w7NraZf+QaFfsEsDm4J5PWoeeyzEGbqVHW4Y\/Hw1R94S6EudDwyNoY8\/J04xBvScej5nICMlJ64BEHknzDehboYmqY3yx1TUHWneeHdZMG4247Zhad8ONNpGonidw19gqBK1ZM1NIii28KyCm6j15fofdIW7NyYFsPaWATM8tHuXRgLk\/NTpekQ8YxBlEka+Wmh+0cJzZ6nPDfB6Qs2AwQVVlF4T7hpBZn5dzkpwFeqsSCF3TIIWRBfwnTKF2lYbPJmYsVtbFInH+BngmCj7gnquFFT9cBqxih1H4f9YapYnQ==","iv":"f98c3f2c298499396e25c4d948c93cbe","s":"8a438da1044d7c8d"}
Yuriy Boykiv is cofounder/CEO of Gravity