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":"a43045618eb20410c31bf7a72ce26888","s":"e7fbc2d342917e09"}
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