LVMH is a master of storytelling and brand experience creation. Company chairman/CEO Bernard Arnault famously described luxury as the ability to create desire. Image credit: Shutterstock Why no other luxury company compares to LVMH
Posted Bya Luxury Daily columnistOn In Featured,Industry sectors,Marketing | No Comments
LVMH is a master of storytelling and brand experience creation. Company chairman/CEO Bernard Arnault famously described luxury as the ability to create desire. Image credit: Shutterstock 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","iv":"827acce677dda961a50b46fe7226c172","s":"dd6c60288b40e58c"}