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":"82d951240a444b9531dd5e0d4faee1e7","s":"f0e0992d02bf7f69"}