When it comes to pricing, Hermès is one of the best brands to learn from because it prices based on Added Luxury Value. Image credit: Shutterstock
What luxury brands can learn from Hermès about pricing
Posted Bya Luxury Daily columnistOn In Featured,Industry sectors,Marketing | No 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","iv":"6fd2e1e268619986a5de18746f1ca4db","s":"8cd0e4315b93d194"}