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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","iv":"64bc787f71f57d2e9707059cbb65e0c9","s":"56064fc47548a7d0"}
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