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":"3fd62e9827f0610634fd1e6cd1112867","s":"e8680ed7736b7d10"}