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":"3a94ca04cbab4c7f4d79f0ca5494f740","s":"6a2716bed50f1ee2"}