Research
February 11, 2016
Image from Hermesistible microsite
By Jen King
The popularity of a widely bought brand does not always sync with consumers’ perception of its value and luxury credentials, according to a new survey by the Luxury Institute.
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","iv":"6cdb489d0bed2f93c9efed59769d67f0","s":"c2e462643e98454f"}
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