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":"38d53f9b74d28e9c3735ac445e8bd4c1","s":"37534ffd56589917"}