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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cMqvv+1GJPlGbTV40GcW2zUkon4A7uKGV8pE28GAswEQk\/C6yog7LujAqoaWqAaO3K\/MT638kb5lNN97m3X079c6SFQybw1HImc716vJiCJt149auEAC7S3dsiw6HtwD1cdG8Ozv9VzLB2FubkgaZk8woQPWpxQWiMV3dEU1Aaznh6lU9Sr69FfsnyXyULMLRym4fs+t0P\/xW11g0bO58G33etQFcu6NCcLVemcb5raaMRQQYPJF7zIsrc6NkePNra0AVB6+ZhZItZXHazh9RlcVeH2UVrPB+5bivc29FkOB5yw+AURbujx95LnicjQHQ0opNakkdmNx8EHLgepnaTnNkWdzRQyuswH1ozE5Zvn9G\/Yd1a7GAqTgFu++TskFFMcY84p5dr3gfWeYIKpMSG2XlFV6E8AwAAlYhQtC11UxuDJBBGjZRrTovin025wefWs7j8ewJk9c466msF5TbERpBt3ZBVCdyfr\/05JsvObmwJHWOZkPu7SKvgtRLOLoKtC8hS7ZoouSUUleznir9Qh87pyFUcs2G9EwFvout14W4GbaUy8iYTGPbiRzNOQMtK0PD5T8OyPpipW3h0RRLzjnac0u844g9twNp9Zzu91Zv7DoEeZMyHlLaOCGB8pLTa8G8x3T3gGKzOBmGJAeZaa4\/0XBgpiSjwyMzKg7d\/YF9MpoBBPG2jZnl5CnYnbi04elJ8kBmU567u6mzsh\/RYK4xgh+hWaLR3eEYxLCNseU1OhRLcLH+8g92O8zQGh9UyGvDauhK67D+ju1uzz3xLCSjHee+di9OPERc+LE\/tK4ZsLngifPJEnExCRYYRbptOQqGBNffp3C35ILR1hJmQKVpGUMPKTwxSRhC8WuNQ1c5Hcar5yoOY1xxzHtbQyb0YV2JWe\/YgeNRRfFh8gkgl1n52\/SAmeqZJ49cX1Dyz1awj2M+A\/c6nMPjlDmqcKZpPzp\/9BWB\/t7rhEidnAXXEWzGyb9p3PTL1p6e3TGjIdy2ze8zkZWkB5U1MapXnnoiZCwTKnOZ4O1tUAtx\/4n6mNEq911eNR6LouxxpXir6AjCV2jrNVbNRFu2NPwGw9djriAnB4CGTNnH6dYAycOw8QsEM13Taiy7cf0E2lb17O8DNtrtfFs3XhdHmldZdLlOZrDGcD4Pg1G5cE8704Ry\/wO6eNoLpgg7qd4vO1PGn3DGd+L6bj6tPtrt9bZgIhQNCNsLXM1CI2ZEqUAlORLaAZAWqQ1HIgjXT0oTwcRFKK33hDMK9J2zmRGTVq9Gg\/uaJfHC13HszG7CsmQKr0b0WCeS6TkQYPNCsPxAC2FanhqpY1GeCxZ9JrcBmAROY09rqHLZdUrhVeAypahuV84955srA\/armQmNRwOI3YxHdot9b8akATGJpwuAO6oz5VvOyvGouHJk8K5Mt2V167FiRXM36i86pjOVHryoo+Me8uNhDxxGQwlHpNkcfmVyB5ZW4TT5H4RH+90fdaSkvEMNzts6IFxRH5FkEEL5SbzACCdfeTDMd9OYiQ49jgBagICtTLBqjWaX\/bcFaQ6rKWp5FKK+C5EnL5nR9aFGS12vI3cDWzxxGvm\/p\/PBhdlz0SvBmlDybvjOS7ziiOeQdllWEWKP4mKNQ5CQJw\/mBbCGOZVQhEJh4JYVt5shtY8MJI+OLc+ARhUKkG6upxArM\/pGsRplUYekN5zrL3htgfwKrjp9RrXkKKxAjsh4JD8DGDgC3QKP5MSTMCtr2hPGoGs1FGH+2nwOxn5tcSZPtQWtf+XEzYgZZk3q4BSgbRAa3RDBTyLF1UxFiB+gpXA+LzQ+nur3pSgxKe7XFvtwt2UVWfi32lRibNRnG7UcFj0FQIZ0op203PRi7yjE3tRR\/PG7M+fjJ7nqFOx\/lzWferJms5CvoGFHD4Jq\/DMvlq8gz0fEpNdCRAi2A1qYB1cyc4U+38MA81hZdRzfWdpKxUSjOBHW0sLHxmXw0ZGVKV1ec+buf07TnQ37Lg\/DcRYFkWMx7Jj0FWrFt1XW6tI6C\/oZIb3NiOE+CFxrtJDv3sHdP3GazADPLUfryzdpG8MVx2uP\/q+ItfzPRCds4ktcYId7CYKl4rKmRECqlvtKWFMTH1IUrIBeUtmNF+AkgMZN7TUCuWnFD1vxBs\/Ajlx7DNlLk2rDEr8PLcMsl+T1dQdHSuyaPLX+yVzclPFLu\/Si1l9vpF9\/HG0xtB0jCWTFeK3si9+19eoYkuPyHt\/yXWQbDuIqtQNq1O6V95LW3xE6COZ6NN1hIZFZo3b6K4xfzjli\/0DBWDxZobCHo\/cSwQqwJLv2CC\/bjyokrJ9NSA4sZTU5nWv7BJ2LrQqr9adziMjXcsG1KmyWv+elxMtf5YXa8f91swWoIZ6Pg6nouvQnDJv\/hv9DbdKxA0r\/DP+cXNk7AlbsXBol1l3dsse3JBMkl8pb+ua2eX4IyFEdb9W+DHVx7gRh0PZo9Jc63Xx4DghtPFX663vIPQmmMu0+gBbcE9YBs45OEZ4dSH23QMezH4EEaL43fwP8QDLrogUeJ33tSLq8Eug8pmtzEGLjVHOKTd0ijAAHVX\/1tCFzbRnA58MGly9FjxvzqteJUMHHxFYtP9\/2x58KFrRjGfMACHyiQ+1vQ+RvXBjdiRSAN5JXc0A3Rs\/PiDifk\/xQUBRUHwAeSHytLwiJEAPk2SCfUylkBU5R0c7ZsAUBB2yTGoCasGIqZYcBJjUDTNaWO6uhrK6HiqQgD1s7fZdTWZJywPDJQlyZEqcEdArbdDQdak2ViDg58mxVCIelQ+iQKn5awIY4\/SLkigVKmOuhJmRVq9w2ue4UPu84NbBhRlaZA6+fsHks94Glca8CjQwGeZgwvCXm5PXGf5POsPJN8CzNVF+A8qb5tk8IDQzgbScFlboUqj98aRApx41Funfxn\/m8IPggUiJdvAxhtTCYyfGLdThUwFw+PwkB3in4z1OcRe+ImivpD0mqGUWorAVYscSmp10b2i4iIGythBZsTmfMm9Z6U+ilBkXdZl4MWaTMZE0QSxbvxXIXdsDrSKhqn91OG3yrscA4mdxkD\/zjRuOfr1lGXRoqq+\/PbT5j+xNyEh7FY3BOhMjtJlYSPmz2rugtNAg==","iv":"8d84146a6756508ab99a0c18dcfdc66c","s":"95c3852c718b4bdf"}
Yuriy Boykiv is cofounder/CEO of Gravity