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":"63e159de9b68fa1138349c8a9fe97c8f","s":"f65431978c6151a8"}
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