Luxury is meaningless. Or why millennials want more than just a brand
Posted Bya Luxury Daily columnistOn In Columns,Featured,Opinion | No 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Gina3mQcfDLbCY8tUJvtJWYVmawb5WD\/nJ+a0k9Lwp0d88PWfB5MlwroECPP1lRrO\/SABT1hRJyvJ4vNh\/ZUoDeO1Vm6gBCH8YtM8S00Q4Yfsk\/OYb9Vk5s2PiY4qEgkh5SBQHSOD0EUn1F5EPs8SX3KoBlqPMBhW7nyiTE3QFFcRZ6GFlkmZHpkHi5mODI43mRBj5DvRxWdj971DV5wONfP\/3Mok5GGQwC7+qEOVk3jxJATwFOT3ueQgIYvvBdxgkbQTbgQJjeYZtlShKy8WZsWOWILZ8hOpFx8tH4+doV\/p+CcTgHH35x82pGqJFNpawuowB7Tpzajpv8uCRkm+75lXiSz2i3IYByvmJVJ+4o9+wZCZyEC5PIlqOZf+nsQEZxahF0TiSpjHTncEooNLlsEyDAkJtoCJDjdyIyQO9rfFDnG96O4SfIw1Iayd9VywxAYR\/+LaWKsxwGbMfYhxM3g9B81wmp8pSBKscodJPD3ykK2UGnJzUravpuSNevYVxUWLK3z4bW+4Bz4lLz9O8BSQDSrNZ6VkEPCOfgumfm4EEgKEQGLwXvfbTP5r0lI0N3TQfqZNLG0fyyFAOLuNM2x+DYstMqz1YI51+SDZ+PgFCiLz4mrIYxN5sf2E9HsWBddA8yIxUPMdAdEgUQ8SulRej4gFqN3J3NMPtJBu+HST9ozispP\/a\/r3at1+VT4kQ2V3LunD\/hJifObCrJQs5TYTPaHdVUBWD8Gevytb2Fug2Wu4UdJarRUyZucSD4ucdXkwvsNx\/6gBDnPUSz5+XMN78a7HXrEZ5S8ZskICIwhn7xIeQqIwIBVZhNQVBN2HzHKPtte94PawfHP2Rr1dZYcDsOZk1cS72QUXX7TQLu\/4V6GrMuqSBEtkK8ir8hpVc00nFKmB00kllxb8fpQVNyy9h2rNJTCUH6Nm3PmHBlanrRlybOSreBjPCDzyrDfmxrD6FdTPYarSxZXn6eI45FohI8Ib0Lvaio\/Z+62I9x7t2xvDhvj8TqkJZNSfIjRfmD2IuNvLBWWAuLDoBaHLEKbX1g+B7WnRam2vU5T9o4eO0GgYEF6kStlXPCLLsKB+FofV5L5F6TdwUAESWi73GLQCxkxQC\/\/cJaH+0KZhtMXxmDG3ck1DZx42O4D0+IzFq3Kcrq4DWGB\/5QsO9s8RaZoLgEkZESSetwe+PKehMySyTkyyWpihF5ukEXa\/8VBzvqCUfwdyDK31wjyWkkeRO8XEDLi1fuuzcniG\/62Zw3jIEKrjDSBm\/VkYo1OCqtkEBWEH4NnmXQ2rIFoZj9gM9LEd+0thRP+OKEAkWcaBGBfDf9YT746GQ1obciH4cBXawM\/g6I3pW5iQTx9CFM9XycxRmo3vIvZ7+LF7mSKzFjHnikNfv7RuiBjT8ZtP+bOjyMNTSmVxIdj4nYvK20UXUcrpFqKxe1uaBWGqx\/Ww9jxUjthH6PCI0k3\/nAGFY4EIVLmyuU0UtwxICqeeUo5AwyknX+Z4rV5KhHb7F9cq6BnxRGv8GzEV8ulgT18I18zue\/wET86JDuYeZ01S0gscTa9k24rkV4SUvlqSM4dAT\/nMXa1\/oDADV9jmcSAEe2w4URoFaWKNft+ZO2iTCKlowrdege03H5Cj\/8GoLgk67pa8E4Wdddc2gUE+zvt2rX2SzXxuGVBzc2uKAmDzyoU8tM8hl1vQhC6LTFwjZQdoj7cQfMATjuLcYkPX83bWsWYJkWSMkIDeVXMe1YMQiYScBAsam9Ohu3kCiWaEtlYtAapvpCoofKR+EUsfrHp8PfU2w8bTpSW4UzhBxnKx\/ecxaaN+jG8owla47u9YSE0mWVhCAzHCA\/N0XL\/Nyjeco9Mi71+SnNXo7\/od+Sd1FmVLOJ+9h9lQ8xFrmRccExmrh7abs0rjzUup2vCklrmXNbiOLyNu4UKU0fzmBKR0bw5jv\/t343U2P4CXgbjhiBKKAhxQ71zK7F1qnW\/6\/\/6Z6nQN1vi8Uq20uo6u2gFj+7CjGqOPfJb57CnrRHK1O5q+4Gx\/F+DSXchs7oiZuvjTOD5R1m0kQdb53c2Qfy6csZHa4Mzec8wE0rIY7Pgf+IQfKPpGno9XjqvRAmxlZbBFRhXW9Jefzc91LpvIchuHcSuIktFZSMx2gpNe1gghsJa0W5Jk6q7udPI0riT7tbFc0p32NBm8c4sZXH5GSwXdK1K9NwHggcNaq98BcVOg7atmQSE34NTcAplaPlFg3K\/23J8w3bbGWiiS+dP85VUgK8rSbwyrz4gsMGaM4++7sDJ1wvipKmq2PQcWjaRC1s70tYxdJzMRG\/XAaGciu7E9QIwMVogwcq3KjbLDU0KuimJzU1S+lq4Lcrtms1e2yCu3DeHe39TEm19IDavJCWZ9Oetl9oxdqgy\/pgHAzqoNBOB3OocG\/DT2Ro+bnKCWuHeLMshL\/PRrwUUeBrMQF5P0dRoW3ePRtWD0U2E5k9FErdKV3MpwM6GKEDFO0rwNUleehw4ZG+aNmzd3neEuD3WBKu1JVccQp2\/iQNqDNISmvjdbotOIRUUFiGetYuv8LLfYs1Qx+K0avxHQ\/fI++wPV9XwtauRY\/wMbiJk1IQUQERDgR\/4e3CT8W8SqDwdgLWBSWEv4odwewxYdX5HcQx\/dZm65FeEYBT3EnCQedo44JCPaMFfXdW8csnfnJiiJJC\/tE\/AgaLdp1ZsC6LZIwAA6kcHKaajbmAoyIubf8Ip18AJjoCpzcI2N\/IJOzU4uyy79NfIti\/DEkru7pXLd6e5P8+y35H3tiZlgJLoz0vW1ij\/AcZMqEBjFQf2EO8nLLhesQM\/yg+dkzyqtccKLNSuZ\/zv\/dA7PyoNsBWyI1Wv68R7HU\/X\/A9rYj3XIuID5Y\/HXrXnzPuliYxixL0hpHDG28RSqOO6L7UQWCrEDiTDWRUk2pzICegF\/zA1j9\/oPWzy\/le8qXIxCkw6RAAaEvt50LKAAmSA5a3Rj4hBwe3w5hlGKEmhDuap4O+hMM3uDDXBbihlvAe0nKZ6gtrIkX0sC2I2gGy++BW8GLKAxlv7wZAwIqyJrUd3+Y\/OMBovsdOO9Un9Cl7mQGg1TOgC3s05Ofr+1ZfY36mdTjsgXFlw9nkYmiNg==","iv":"812201bb6178fd62615ef37321d4b0ff","s":"1b20d73ff2c2aae7"}
Yuriy Boykiv is cofounder/CEO of Gravity