Proper pricing offers great potential for luxury brands to become even more profitable and build greater brand equity over time. Image credit: Shutterstock. Illustration: Haitong Zheng/Jing Daily
These common pricing mistakes destroy luxury brands
Posted Bya Luxury Daily columnistOn In Featured,Industry sectors,Retail | No 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","iv":"bc8b2908b175b48c7cdeb92fdf3cf453","s":"68552988cb62f309"}