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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7ygtfUT7JtqNzA7Nx4aixvZAdkpR\/yZIsko8gHxYy6o7EADWYBBlPXuXapWl3Q7hsAt7RbKxmeKmIL4N5QdktZr2zaa0YV3gIQn+KgFQRJ4jVU5y32OF8oefowjSpJP1G57iD+mb9duYmxr9GNKu12hSJnC3Ks0T+mPx7S0EK6Zz89xbqTvprBA\/EaLtqBnSSWinouaoelZjGkFCQMRvdFrMVeKX7HCGdTVA\/NNcCrTN2NsYDPjCB7D9Fb7zagYnxttf3FGDqx9\/c7p5KIfvgu0vEOH0VM0C8MOOXjqJsPjVNEO9w8z\/s7zF0nbMGkxKTXYZnfoalLBgusye1bkxdZpx1xndNmZJ+cBDIKD3nIicuXVOHPvkv3KGZA2sjLIPW09ODQ6BvJ5XCk\/TMRWijD3wLCrR1Ur3f37YGzpEYlbQu3HQ\/v+ZMxbpT4SV7qeweXtMh5MdibUYVVT+Ec\/I8TyTz7RhxtWyjyCCfsZsSjJK+UwOznFbR1L6\/0DHR\/oUV6fggz2dAb+zdw++5iDVgXuoLRGNTMMnSVUl+I53e17E7U1wZCN65mWS2kwHkJZRg87aucmoNFTqnQV4RzIADRs+6UL35RS62VlXHKTk\/IG\/PZGkiGWiziCeXwuf3sLfPR5C7oyW0srNHsVEjK1lv1TuVLe6vhQrmO89u3ZlOxsaCogQV0X5iWdsH7YVUror1b2pnct7sMBsiEZQHCXw6MnbNl+jkqrfvNUkWy78QvssL8vUjt2ytvdBtInq9zCoIv4MDVoKNd4Smy8sXgQ6CBzqdgIOvw8\/7ILMLfMDeAuZi+qnIMU9U4XfAvkiP1DLzaCsCRip1TsqPUJu3SK4bJPJZUhRuGhjQZwRRE79wi8m+2C7uIFlRSxKkAW7+89f70ExsuFKDmFfrsrlkwVtwOUiEb\/Dc54mWLP0tm37fRH3XsuRtgPtPBbU0NnRqtyY0wKmRbXErCnIAgI+H+gOYtjIJqK1+ndItcHtDYI3zcIIXD\/xaLhNSu3zPSM+Xh3c2qYwWfb7fhNjl8peBkuLlZitZ9cTScua54U6eWu2UoQpu5BPyxcILWAEo\/4CCDQLfDu\/GWny3zktY3fCM8v2g\/Du1u1vFQ6Qq4aGm6r3teUSsj\/EFsOCjRPyHjsrmzWGakkVwnFzhZ8MP8tzuHITksLYHw8wqesnzxTJNDKIk4w6l+yx3ZlNhgcq520fHS62LvmuxbUwVwriqRi02Rr5HLQ15vb\/jZg\/4vKCon3n5ZM7XmZmGvcHO9lpR6OGeCYVQ0gdqIKq35h\/RNcfX4P7mmTDM2xN9Wc6gPxkNltiIHM6nuZZ1oDGLt7F0mQGm8aCsq2biuq25dP3cjKc+rkOV4OmyoSOUwl2rqiQXaUdsdLUm26GswKHRY4nzEZKWEZPbN3zRfwBc5bv84iSQTP9JX6amQXWJjNtuowfuMh0KgAFbTVg4cwLA50Vulzzy+G1nkpN7qpEIVPT+lSU6aO6ePuPc0o8Mmijlv0fBg5DSyOBT6FaDsNVX6K0Qduu\/bBd\/mlTiju+aFivIfrcoIekVyoCccxhcIMPC\/i31Fv5PTa2u3KzmhVFP2sFoE98mCBlbhb9nZZeXIgngBZnscy7DaXc8MfgIKu2GmE979oR5jImpYzuDjnu8aDMOtLUTExVR3mcbgmEeu6lkwF4rDGetvMzqdgAHtJDKdElwLJc2us557ZVaFEWNnBDoQTAOKIEaFWd7vJ5LyqqhfnP+8zJFvqJRMVLo1w6v90JY2DA4HBdRVGBfJrdLgjqtDvarzakO7Ae2nat32gr5Snxb88+JNajjDTM5dRagH\/\/kfZIF+2IYO0FOrehSkVDeNM\/BEhxDVpg4E31p0sk97NV\/OfCPSFph+SgKiqVrG2tj1fbt05X1RtxTl\/tFeg0ccRxGLYFFYH\/5JNvoOo6soPXxQ4RW1mkynbZ6MCN0fkCDPGCw2XjgsIMrdyEK8FU\/4NoKKkjQL\/tc4bDaQ4BMl6+VNTS9Jrkq4DI8iWrXiNYSymkmFSDDsYNrtHfQnr8f3L2jGPu28os9rR3LjBs7Uo7IB3+xRutfJ9grGrUYQT3Bn2kBPjISoTd+Oc8tQWIc+6FdJqZvGNKV09NEgSYAJ7azoffC\/3SgIDGubzC10YmVd9nWSG9vVpqScAgQTNPUHTftWQ2SbbcAnNoee+in9gh3pm9v8tq1EfkHYqAu5zvHeymSzttEBhZgfe6d\/f06S9jeawf0IQM3l0QcnWZiTQUpILsOiNswYWW2UXFN2+VKNrDl63OR0ARyjXOz+FIPtah5LEh36Dlo0XkSGGnWkNUnLbbtNFnLqRVRiFJURZyfyGkU45G3BDyIOMr9XXC3CRRFV+NYm4Ok0CLGTtTTcuM4dyliBZ\/Sk9lJWxHh79t1d5vDZryHH177tORZ9pfZmFIknVf8exxnEC+Irwc94FMACYPw+ym6KiyxsxeUxuMFFXlFgtk7aGKPFbH7QkJsNd+TFJ\/3eRblCCwMIXOBn9lkJ4itnWXe0cku7pz8wYapsISpxl0vBUX0xAKboWcGUlb1QwhWdPT1+fzsX1\/u09KR1hL5rIWgclVfzip6bQ3EEOCk6CZIpNikBJX093zeCQOLyh9FcwiEQM\/32vvmHloAwUN+r\/btON5qkuqyfE8qR+lh2liPtwx5fO\/k1Dse5idygEZBXywPUq9j6kdL0Fgv1e8tv+kgXdemKQT2vjHroeSAe5zTsh4RtmV9hgMLeyl3MHnG6RVfRvnqTOI+WDlqMtWaClNVYdHJJwR8AygkqZJnMmS7BolZYh3p2vy0vRR\/znigiVsP1zUk8rpkI4XRRJjZyya5SGB60z2sx1dc3axPcp1GMOtms\/rYOH0xU\/9mJUQL2erlQDQOw8PeIgi2NI7yx3q2vUpIH6HWdQ9TkE3Kx08zFBQuMC2GXSA6y9r6kIZWoedQHDq5C0CYP4KkQADdrXewrMbv7HFSvJArkv1DE1clVpzBc9Q6SJEgeD\/ht+Q24gb0ur0ZeKnfkUM7\/H+zaQ92KdsSp6c4KQQE+UN8Z5hhGnsChWNBBWeFZAefy2LH2RDIyKTqRBVzfZIdwD6f49BQ==","iv":"de8ec2e1f4e093c6d779ea41f0a5a861","s":"a0720f030eef4dde"}
Yuriy Boykiv is cofounder/CEO of Gravity