One critical driver of extreme luxury value is the desire to be inspired. So if brands become predictable and stop surprising, customers move on. Image credit: Louis Vuitton
Why luxury brands must be innovative
Posted By a Luxury Daily columnist On In Featured,Industry sectors,Marketing | No 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","iv":"57636cb54e0d1c162a423779a619d2eb","s":"98d6a649d9f421db"}