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":"68aac705657ab7565dd0b5a7c37d38be","s":"4230241e44ac9497"}