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":"25364f0687148b48632352eb7831989e","s":"d928052e78dacb8f"}