Marketing
February 2, 2022
Two major disruptors — Gen Zers and the metaverse — are changing the way luxury brands connect with their customers. That starts with the brand story. Image credit: Shutterstock
By Daniel Langer
Luxury is the creation of extreme value for customers. In other words, it is how well a brand can trigger extreme desirability.
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uMvDvGr6TMTr6jt9n7yZOnhygxpmWrMscoOFmEjIEI+7gfRJIfJTvamweCZz4MHtAdDmg5jeGXdMrVd+\/mXWJ3kq8AWCJxws1s\/tIjTIoaZ2AMokl+iUsY2PQqw7i90tPv7KoWswn6q3y01VFF815rFL98MXBWAeHUzaIsWpf+9lrApnCbZPxvUTUbb24uOVFjXoA3pXXSXEdXnitKt\/Fgh2VGYHrvo2q7LUdK\/2tzKnEn9hbjRpZlfHPgi9hB+dgLhIaFj4mlJfBpyI1UPNJMhsR7n2DCjrBjQdXBMYQ1NVE7GlygM5Hj6VaiVTQ79\/p97dJ2r4Ky\/uU3IlXwFXriyVywDxh846qkU0+Bk3uRJgAPcgZENU1r65l2jfqEDui1sICr3iaD4qDCK5UoA\/keDZJdFUcniLv53Nme07eQ+P1TOUk5LtWhKHoJMnQrqPY+AoLWsQTYcL4vZ\/0JlkOjAdCJjEdT2eK7iQ0lrcz4pIZJyIpZZpjlV+cRmw9TX8jO8JKzaRWac7kQGOgu3ON1yBHQ\/+kBtlyyahQkwvGtOulLOy6RZkksByOvCuZm0zRLL5AaEypYloh2L6IrOoiJiBapn0FyC5DKRKu1rrmtuNOolFy0jPMxUlqWR+CNgm8+a8g3F4Y6CcMOghhVzVTq\/Z8WK+Fo2p0p43uZhNZJd8mIeMUUg+v1JUQs\/HOX4pIDilF6MAg+9W5phMhgitgPts4jKsB4JR9qeOq3nLGhmPJnrwhbQJPB\/STzby6tq9A+ys12MzzhzJqWxYByrBsoPmUTFaD9KjOGuhnrgbzCaJXo\/ZpwC\/SdyJ1fzQb2V4ETZPfp7ijBfTpNpzWswFGi8ciPZ3Ee2aFGc+c\/FNJE+ECWzFDE3NEnv88rwnF0LL1\/vad7Ga0MGhN3bNuBwHXHcI4t5+sDIAuV3AQOjekxy2gnerNxUjd\/MwXaOfPuJdF\/UOqI3rLXL8lC9evL7if4FohUoFAcZ0FXMbjrr0Kr2PLUgzJBkU\/nQswe1peVq1S4WI1HRw4oKukQn1ORWXaXN+W19bfd1DDokrMYOksVQaolnViIl4TWxXc6g2zAxzzG2mjKmjcEoImYf2SI6SPaWel2OBHFuAKnp\/wO7cHczXXPFqhY16EnXMzQskcBPbiIMtWxGILRjyb4jU7lOTafUjqJoWpCWpsABSPf7CyZZy6yfuUsngFcYFN3V0jeeM6GlYTq1px9TThBCjhfTJlbNwuKHys7sh5Q+PCYxUUUXnkafrLt4zlVzwoTmW8F3cwJoQE0l4b9vxk38Cu6eOc\/4oEcKkAzHD2p3VtqbmlxF23sdAvo5hNCu5ez7cpAn907U+2EkBlk53OZlL8W9MFIUz6gk5xRzrIdFW6SzOgVEwgkLt7TsYfX8qehPiPoef7dREfvlv56InhQfJvr+9UKqEU5mH6YDxtz6r\/AgkG9KzEjUoIvwW+BhYW2bnP+8Zfjg2ptsdRtsRhlIa12VhB1TNdC9USHyXP13zyA5PvQg\/s\/xUnRTRUx+g7WAAobjHDrFsew23jF6iORB3NpA3I0GlYCy5DnxChrEsQhElWs4WXMVD8K8bhPbH6xAetRBikYVSGDNrgkWNDnV5aeWh+Se9gNkFMu8YZXhWRXR6xpiTvkjDO89sphiU1D\/L2wbnHaK3CzlLi0nLvQ\/FZFY49ywD8vrRpnUAvFvvQP652BRTm4JXdl+FyYADUf+e7oRAXa867t4iz20lJ4FaKcFgaWGziYSW25A\/UG3irvIurgfi1vz8\/Un0Oh\/vYocu\/eM16cxMqjj1Wh0Odw54w9nQbqnAvZoFWNn9ZgQyT3rLV+mjoVOBJLNPivijdxrSMNrULCh+X8yvEpYn5c4pOXVEMAnV6J\/BUldXIMnP0prE9DcUGq474JYLK7hZMlJ5Vfj0szVJU4pbTrSdMPnoM3UQkU0f\/YUuCx31x\/A7cRHLLNolkzCaqruz5n8Ui2xYst4skVdqINxdGS5geJ39RcZK76kktt9uLg39up\/pWsMso+NaJEVOaiNlPJAIpTA7rh7QTgFRlam6aCJBcGUnCnXtLeeAEyXLgX3apHJR6SaQFiClEYAEokfHt7GsYWfbreD9deOf0anpmn6fEnHNnXGH4LzHNUvlwHcUysfDNkvtHRJNWrbm+q11AJynTD1MWV0wkfQiFStg1dLUhYWJ9aUTVFOd+84+EMlcK8Vt2rU+RaqsrzSKUZ1VHeKSggrvoTl56KJqtqCsyOur5zPxgkeQye699QWH7\/HzdZ33kunRvbw5OAIYSvk40xXGyCk0MhfmERZ652JZSxCqk1S6E0rcnk4m4R\/aTNCKv\/68Ay8uNlhp\/UIzsgouT3B+eYi2pe864me7Gk7mvFWACDDJGlNroJt8lEIl9arCk9LGztglr423VEwGWT3rjCt57\/Mg5P8PWSSHLfj8vcd8KTzMj2IVydZRAXZ3CggOY2AL\/DGCBy92CsOkzrrEhNwTxt48E5mN+LYyJGdZ5JclFPFRj1I\/D2uOoFsEYx98MmQ6CgWWpi96hK1URbv8kYoPlp6R1M5c4jlsNODdyS3J1JFayrtqlja7hh3+qERYHm3XfjV6MHbDVDL99FbFy3dZPnw3xxd9T6+OlsAwuyXNAfI\/rOqKa\/6di\/hqnZ0njkQDF6NxNfpgvNim\/k5EV7QY6bPmGPeyEJKmsK4+ex9BaFO6rxxBWLhSwTKKk9sazBadu\/axU7ADUTHl8bdR5BJA6ay4vKMafPyKbGGwQ+M9Hb+fYRMJYN+Y0jaL4pY67K4A8jBue6UhI+qU0Pgt6Ok7WPG\/fKriXQnFX7uOlM3o+UBRzxErt0Rjs\/QyCS7evEkuW1SCVmtCcNiCEkKaoEKK\/IW1JP86SM1W5gMwLlUXa\/u5liJ2KExaHgxItp+ZdgK0FZxm4xuHLCS5UG+mpTxMvuj4Tup62Td+EpA+MNUBr3pfcNLy+kaSlFIrwDvwgyqlrTYNlNx3Fq8cvps8lOedE1x40QxdJ1YHvFnbahLxrNF7iS3gaUyNwy5yF4HlobJijHDftdSKPzQtHBUNbarqukl7e\/XSW79AokSOoEufZc5uLPR56JmhZ4pug8MmEi+ZwhIkYXKbtbYLbPfpAgcDzg7fKJ4v4q1u\/Tw95gwbcjWlOhibvvVMtJHE7OJqNX0\/9ybOhpas1sHajLzKTmFXfjAMPGEHdwgRYKDomIqR77ir9bwlVOzw9OMkHBbfLZFkfDrcbGX11ZuA6NFPCDxDo9g4e9L9gm+fdi9nd+EOqcM331LREmZFeMHvjykSH3yDD0p7CUBallROcaRF0iPkwVKXw9t5D2f0hdsy4YexJc29wQZ5xsijBOQWE3oHwMCZZ1iB3O0+UvKOWd\/7tfBi5BJ4uvXORlYOBuaXVHbf5r2clBQ74bompiGHPiESj+q74hRA63FYUKeO7CgNtKMRjMF3SEz2PvhhTvNzoATK84DR2Xhmueati12cJg9QzrmwnveSwDkopgxuIG\/QFL3H0q\/B+lAnFD1DjyEXleTmhpNDkRQH1uynvdcIH1R6FQDHz8EJ9SXJR2AhVTUHwWKgbpY88O3ast4t\/dkJ9mZAo3y2vIQhOuQ5KAAj8c4Y4YkGAj1+bI7LL4H3BfWaQvfuWGb1IrltftSYyT+XD8HSLHpcDX2NNoAEU7r7uiJrYb1kBd3eL7jtLzU4CPiE2mX7Ilp4YblGMkADbEbS56kMz1jAKmu+wUQBm+UyV4uEByaxQwEIQI2I78jTNPrVxaOjh4\/wpDko7XPa71HOH14cYJvgkq9uoe96LoJxHydbbBVtZLkvgnpy4194xnE4HRkTAGu1hc0ElcE2aB6ELakRsBjQlwOH+5cuJtszr38XOBbg3kPQvvTxVYgnGMBEjcAsOkRi3v485daWPt2GEBXFy3fqufCuRy3I6UNfWsQp0+A84kxtJMMRSBuxbaLUqrtUbeaf4bASri4An95jlAnDO7CF1kcwKQ5SiiN7Ty+rON7gH+W7eqCsp6xCa+tBwdIGLKN8\/RC5b9uYAM3a2nOZ+Clh8aeok4N8Mf6iILbkfujgBX+cZBBDfSBRrlKvdAz6ajI7dYCvsRXgrpT","iv":"3c6442566f0ed7d56476a1a8eeab329b","s":"193f7f77b46b40bd"}
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