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 Bya Luxury Daily columnistOn In Featured,Industry sectors,Marketing | No 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","iv":"e4a7aab4f19ca7990fa63440a195e8dc","s":"96baaf298f6c562a"}