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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BCqxMqrZuDtGGmc\/Q\/DnDNu6+y\/d2t8O4ZkZJw8YOjerFbT6jRFa+ntoy5uyFd7fgENrIOkR8GvQspWzVhSrArE\/FqJwzEFkQ6m5AMYCmLRrOzfszAMLtusVBISCXImCmOF40ZMWLJsphc3VJykyk2E0JkQQM5caJZuLX8uCOS0AyAe5RXYdDlYgZ4OEapxMHAop7fIygjso3cKXbrlYxGnNdlSYZ1YPrlCx+VPkRyGpcG0KieO8XDTucFetiymeN9QbDhsIVP93MpWv63V6slWp29o2G9G7B3gFzaTjihcXRRKgg40EqNNsNtEDx3RiWD5gLwM1FAvLTq6YtNPIyODQRPjcW\/JkdJJaB9OQtSXZAHHhaB7RMLh6dcPIs3FS3NKbjtYviZVIyO0sUMAxsKBSH3KOwxnmLde+GXHdwpIuccOOhUh4WKeLNm8KqEyiHBHXXvpYitTcJKaOfUIK0tk9ArmEhVf\/K0PlhR5tl8gAQSnG\/KBP\/fqS6IDW1pmt4CF\/AwiK0vlS3seFmHGDyfPdopkFh2e2gHmzO\/mxrfp+tH5Xs0Ki5rphxqdEeO0wWMPjZnIN0Y9TSTSS\/yXPx+ZAghewy7vYJv\/Tsv2L8HReu6NTnvvrhB\/6+6Il3SrpvIrfUaOOivbpbxel6TJec2frDBBAFl5QMufGG6fIvdhfC5lNqfZSZ8Zt+ZFWh\/sW6YQD96suQ8YZSJEl3zvwzhRdPRw98Po2eZQP7zFWh\/UHtGSbBMiDs593\/qYsViRolMDOgG7cc3PCG25+Arhr0E9zinKoRlnMkOVsr3BkIUfelOPDmPoFkfYvtSaANEcTOq67M2oAtAXSOtLVQwH6p97mOHanOT0FboU4zrN7OldtaE4TGZ9GIbXI\/z9O8rzjCV2Ql7pBgDLhOimwSLdOzKfLrM5Pa8WvV3vfmWpLH5crFU7FyblecGy5Tuah97oL0HgGceW7ka77BK2\/266cwjFVoubU+ZLPjENxwedfi2RiFYOEAzzuSiUV8qSQtWsuAv1hz4cs0rhdrXU5JghyaqSNtS4gbuHGE2WdDQ3Pc2VOg5FiNYClSujbHfGfjG60q5813PR5EDBdVoDgPLWp27gjXz77x12TNwN8iv9ReI8MxGo3NFtA5XOiGxcoMh9BZT0wa6jEHRX4Nj6LxWbO352Gr+6Ca1KX2ar1nf1x\/cft9jAVE7XAa6zmmDxWGdSW93z53\/jFlJiaRvw+\/k\/EFiXLUCosK0VoKyy+Igk\/pyNG2WAUOOG5k4R5jaPeLrZ4PDefPh4kGVcgmCj3YwtXMW2020IOLHD1TuVisbgCdjScw084AZs\/Cxasa8Bkuu+Z\/jSAMDbZYhbKX0QUAoWU7r7FxycWxAOvclqk4sUtAp+3FTqa8WtHuHiV1BZzMrT5t8tOm1m6OHQ2k+Wc\/PcVikO5D27ulW9crXHNBeGPZXNv78ljul3PoKH45ILrmczw51UY+N2Aynz1SqW5it2tAX1iSGHVsp18sYhmi820nd\/uhWTXhbjDfY9GqcdCeuDQ\/1WiG4AseyoERKTCSnJFOhY4Ndz6mjXg1pcDX2KHIiqgfCcmvaH33ukqkIHcLwhFG5IzWFZYzLs\/yKDnfDYYa5e2rJ65nYnrk6RvFildxmIvShKzdImEDuWoE4hBhJtfYHVe9Ab5i8Ja\/a9FhrEVFaHB3GHM2FdxOmQNqlQ96tcuBlw5yHcXHdtMVOsxiKs3+AzRDwWcaSPk2nuL7zTxS5wRjGmsrzM6e3\/KkEQIzykldnHBylBgmO\/GO7FdR1TDJcvfjWuyoW6f4UnrJvP3fCM5rj\/vb3wXS2RzcZBwpyr8YTTPIh0JK01W9KSH+BX+ow1e7gSGb\/SFvOz5qWnrTw2jLYeRTfZ0lWFZ8ybvwURhS36LCwYO3E\/InK+AKMjaDKTMtVrqTxavI0hGfK1QN2Yt0wIgpjZGjNgmCFTSBw3+MkTx+d4qUUjjFpFmGvre9EKfVqXMlEHcR6IDd5akjq2ONmoDKlvVfCQKZaDFXnSNOT46QqVU8b6EBYOvlSvkwZoISag6it3ZC3u369cSq0OBwx6sQSHdxYQ4G2CkpARGVpc4848NeR4Kxg7iEe90CfN8\/UsgNuIuj93iSmxKM\/B3X7gNDVP5pqMHJ\/dzBpxrDNzQBUin4K2DKInH8v8ytFZNEpAK0EYY0+s47ir\/vOC0T6klwBKQrKmOdZgRTmfiOyC4+bPSnM\/JJH5iJeJBLIerRTu6XIdOK769DX63eottyq0YioJxEJgmdBZgUesaXZjHBd3bw6j8gpfVijy\/m6i79kD0+cyRm53VnTsoYqQkSkvjtjzGo6P2n5pqOKaAKpbrBuSpFLQXQYRlzQBlGEM7X33N8iakb3L0App8Ul9sj5czuqtm3Y3n+x4zLI80wJq4etUc1wGE78oh6bAVvr004sTvPZP3jxUSkSjH8zqddOxQBU4hOFeam+t1h0GJxLdeX0XETEDPbJDuzDQ1OAjA0KrFBMovnj9TYRDj0sGZq7IuKWvc9ToK1l5wkq+1GBZfelYgChNh+PSOTHIEG5mvb4vZ+0xBLGcv2pQHgyCxT1csss7Q+8bSngUTi6+8J5DCGCz6ttHCCcfV0ySPlgASIJ0Yxq8kxVEEcX0Yn3vnYRWDKGf2l3a+dPUe825aEtV2tugND0CoN4ScYwc87iR74zXWgbfpaJ3hoJZ\/\/1\/KNa3e7OjocVF++nFMAxDkUCNHuoynOBwuJ18nOWSNIvdaTJfMcWUbgm1DTBCLx7mcMgy8wWA5snUH6fj\/\/fSYjwn\/Nx30Z0h1RcNvLZUPzgFqGyu3X01XS+TyODZxOtZ5EK8ESoolMOzizv3W2U3WYmDdJyh12DPyxD6APz1uK1VPp+S0MYfRxqEKMjczHvWdxKnWDVbAb2U7LDzbPk0b8hRHpeKBMJBDfzWWjGYTnNiqi8jXZJsz8SyWiS2jBK3IUsOLawpAaFY47Jiv8z0S4OHBg7S9PNasa8nuRnlEYoTXwThZsJvHLwAdvk1OU79grlwP8n90aDFhWsmRHWgFhRnl5LaEXIkcOPPOzns1VV9HBk2mKSl8LZhlJf2W0o5ivWbCaDe8OTlzuma1hGf0RimF+aOM87TsLmoKvYmrBPmtrjUmzsceFsQFhtWXHaijd3DYx4Ieo9Ez5oEmppBemxS959xJ\/PYChX8PQe4FO181fLnY\/GTdmRxDk0OEWUEYhXi9\/a1haDtHClJnuLUUrcj2WULRtYtmErVUtNzX1K0asWJblZ2BG6uPS9D8D2OvjpnVZdLgxZYtol59Uziz\/EF+x1cewEjeWorUjebfERH+Gni2RKzefcxNjqUuQvQGH6KaBut4Ki9OBYyJVOfRf6m2MDdejLBAicSVXns3xXxLyMruGP5hsn7aPTBfME8z7sCy9IYWr+O4NRn+wp67ZOcuJN8kNRUYu9r0z1W09RPIrj2ouGeArS3SGJg0FWJDav0zc6qD3JLFU9\/GO6qkosViMZTZxmbGPMjLFfSV2CQl7qzV+TH+mMjo1nYQmcUSopOglKudFe5HyCvesCCiIRKv9bmmER7EgXP9HlCI7C7xiECnRUIsUjodvK5HkPv3clf3s1JY50WMH0KImcQ41wpCXqunpA+BcJdoydsJosicXof96OfptVFUTm7E\/mvVDuonOF\/HaZV31UTsEiAxRcEgnkVNjQ4QsKIKh3YEMgJeOZvx7UvxPh4tdw8hCb0AJeLLhLjM53zgFofktZebCb8IkOEye8KXzkraUUNc+I+eoOFC8UfNfaq1dHAdezjHdJ81fVpdagMCDWzWGcWM6kXTqK+2hs3faHhVAQmrsw8oXlBJErxZPHUdvEBbQom119d1AIJgApm8vCQzahhvQEHucg06Jru0O65qxxESqUgEm4nxgpo2VyPUjvIB+DnpelgNvxzAdmNjUnIwV7y0DkPppK2JU0+8loQZ8Wvcv5dqiemYPdCazqhLNsMrx+iL\/7LbnjgiJMPuZsRfEplo0kqjpScd0hgDZu9o8NSaTczZU3epCH8CbtSjv4JIhperCYFixVY5yUs8XfI6\/HHiWTpH605p9PJF\/ah+w0+iOfCGWexWpvpFKttWKv2oEiAx711Zh68y6YOmokZWGul+VoSal+d4vflvwFKrbIi9vZgv6HAhoVrspaYmoaXG0jrRhy0Ic1+9XMYys9DVTDSSEkSku9q5H8x8oZBC9FwOePzSRg3+PyrND8d4VAJvHf9MdGdYolRGqR6Ca\/WNPY6nINT5UXiGnyGDBz5q4g\/vrOp11QLEixjPopSFnmNQ7dlDo8bWYt3aLWGoFylhVluZNCdLzj+nLRru2G4U6sqOVNV\/rNPei+IY7RewcfOzLx3S4WWOlwEmeuugiL8lx0SMHj2e9BsCQAYzTGFm9stvdAD38HLN+njf+WE0YKpOGSW8UvYFPtjekbvy69vt7R3BB2qRXKewC7LMj5uD7VqvY7bBMyA66aFUtsTz\/8AlXO9TGsfsyVR1Xs4xaNwAYTbyj+AQACWeGTjQ9FCHPG2K4okYaCuCHTA9Hr2eIQa7N3DJ12CYDf8F1U+Q2q7185SAebbQZHMBGF8HZA50CvDMFQrVNyDT+NevFHK1ex1zMQ1viJb8rDmh1pBT6CleBtag4PejJXCsQ5AF+MoJfUtAR879Pgz8npaAGgHBT0useBYegirkIKRlGnVBf5Ut7O3\/eNux921n2U+ZwBU9pslDzkWNB8\/Pyqe3DQBPynXSX2W\/hw7UmzkWxBtSY+ZaUf3VxWQAjE3QdV3NAmP4Lih2GzIAhPbcCB9L+zIVpXH8EVmn69v659fF3r\/7pzlemLweVH0nPKfShHxEvcAVMMs9tQUP2jo6uxI\/Uba+0goQaOKeRsQq8Der6moZWVUjxhM6oB3NM9\/o3afF46cwn2E+GonVElzAhZrMM1l6Ey3NprWTvX5+8n66pLqs9mQ4KO739U7Aluo+76FEGJdtUBn2XZh5VyUD\/QZ+SrlaYIwLhIJo5S6S8vPVyiMz7RaWZ5IvW+GXJX2MJ0T7\/jjf57Gd6XB0N06QRG9DFhtOog5TVNo3oh5nNU3FHoxD1+uvW+q\/gj3u3nTVEExcmiBXHvmpqnBfQoDInWYbM61kSd04u1RtgNIuiG3PeCO6uSt1Rkzt45Hfefc68NL0JHI5JGzsTHndF+YiouvU7NBhKUGZ6gKh\/GR2d+84XUDXRN72WWqh9Badh\/1wVLM3+veZ0owjxGIbHEAwOSGkOAAjfAyxvRhXo3G8dreFx1T7LIl7qRBQk9ombbRLVkj\/zMviIP++GfagvfhPq7UAO42j6TYJaq9+Qc5FiLXjp9p69wQXS1LWUrfiuNe62BcE6uhkG2I\/kf5c6prl+aQrz0cyQlvfY573Bbs7t\/xbnZCRZAV1+Xx4vxTw92xr4ZYXAEBbx10nY3IbBkwhLvKJZjRU4sU50Dmi93PL6v6LF00\/Ll0YIvrlFUFpxHv6t\/FvNPmNm3jWDKoP8jAyZ28BDEbNjUjyzjymUZih+TVezn\/X6rLUb5ML3smTZGWB\/cMPx3P22rGRYcVZJuLFB5OC2Wgun4jWNLqCNSEZUPadgL0oSc\/zBwOsPRAG19OL5M3uZJu0LIKPYneES4WpoF6pwC+qusnBkjpxUw2b1vJBJebewwSY35YLU\/fMX36m59ocgDEN6mJuP6Sp78t5\/oMbThuz3Xe\/nS1r83xtYqRxMlKxn7Wd\/FVOLTjNCUtOy8EFcpTubCVDeeV+tI8Y1\/JKTTcVYvoe0PQOBiAQYZ1ALPuhTK8AjzYwaRkSZmjsA81wh4+KmDqj0RkYGroiQNkxHn50qdw820LnxZMBLfPTr6WSUSzJU7lraE8uFIY4hsiauFW1DG0oS+7tka5Ny+z\/m5\/UEhtmgH3MZvR5KOyoV1cbFku64Q9ZBqWP8ARdUblNDuA\/yxf4OTc1Q57I0uDOYE0uVss95rYTPI87lCQ5yeJohvxGesAYY9ns\/I4kNgFjifJuzWbpIh4kMPJs+unKsWRrKAyLYHLhp+Fd9YVisTEua9rGWIIjd3PftZQ983tmy8FzDXmxx7oXWr7r1u+fSE+7nKTkFXzzkaUTDMUhWR+FjCQFwgMPMYSMZESjQHwbY12GwwgesQjZEEAXtD5R0Px2IJFL\/IGE\/DLMxeZg9AAjFi2irSUkDwBgwIR5SrBk3M7ll9yd\/uGA+FUNqinjnj694HGtqogznVm2wblMY7KkfPsNOQcOCphRl9dNGQu09HV0y9CljNqLPlQdCyEYCy8cLzyxXMsvb+mqZD7ghZsEkdDRydGReEFVAtvYGBK8p9sC2JkTEGvgVQGbDau3K\/uMvl23rxw6fKVVvOZFR7urxWPWoxIeYqOSZ4v9+UE\/D1Ud+\/KqUIA1pXbHfjNE6F1wXhsQ6Zc9m\/rG0Xa\/EHBXzktHKv9zbhjIoIBT3Dzl05SGjkOO\/yqkH53bBpPxB1TlcQgP7+s37gcC0YDHwgG6UM4\/MhNommueOBFwTGDKDjhWmST5IuTP6RkPK5VULTCb3Lr6WPr5Kda7B4OCDP10d5g2Ajgt1weoCL\/OLp1v36kbh5e7E\/lXXSj5IdVEDpWW\/rJGbGNy93HNdIKRWdjMnIess1sWZvA1EWiJHW\/YFhGWrOo1HpDupsQPpRKzlD0qLPhRJnrbzHvEswTplhDxE5R37guvY+e\/KVD2w6gnJD+F0frub8ppf\/cXjAfQcZ7Jak\/3l4nWD8JP3XjIrGmklPNw0tQOBu\/\/XT2yXPIMOI3wVPKtL9ei2ppbGYVxkqv5rMaVw\/Enucwh1ScF\/7feQM4CmccHP\/UR5RHHDbXQPaDc4cnP40Tvrh\/2tWQC4t5fUG4h9dFsJOE\/GRLvQMYfoyJNc2YtLuw+g+T53VgNjzFLFwm79067Y7MximCsNP6MbT5wGGzqXYiOLmzbET5nErOpfXZyk2DprKfZNwB++A2R7dJQjKtsJ7KEtTVRKXKwa7VyR3qf516c81TD3mSM5W2kk4la\/566uxoQSCnXqpxeclWSuZzBAmhfWk0nCbCf6dYG8lYjlZNRbxuzbvzLk+NXuTDwj\/IdFerg7\/OqGjZJ5v0hVtEvS+b0FUsrEZPQwHJsno5snk603hye64yk4RBFHxWVvDkIQ9CJPmdB+Bruq\/a\/n2aZTMthzhAVgNowJun70aVTeu6Cz2mrGSdui512o5XbCuxEXv9uqly7ux2HvDS+qXbwF98DG4wQVLeNcB+ibAUIiAn6QJXxNbkBPltdfrWMP79hXCh2xNlGSIUuWC9+j4t9N6ESwtKAy1k4C6In88wSGSKKxEDHOWcSTnoz9E7a5E+LzjQvfOTn5pteWYRnVXzbNZs3+V+qBMgHW8yNMmBPZO2rt\/ezt8316XTgR2DaDkyGrSe9VBHrygNisXfalz7L1M4Lt2gX0y54hGpo+1lEy+r7qjhvivfFcvw24foSslr6k338O9uy+TxcS42V4sq925b\/DSZSj9ZvStvQ1PEC1UZRh1XyKv0VULhqeDE6AXzRD1Zq\/tjm5bySjqUPYo4wgsUJAGQ1XQ5gtFW+EM3k3L\/NG9pYo8n8T572rjRepxPdLmpqqDjUcUn1g7injzZUus8nSgiSdX5BCPt6tRIAONRPOl3x2TS7CmPa229Qk3xGTAyfI7Mk0rCr05Psf2CyWiEdmIZkQ9YLlXzlb9GbniiQAWni4mm1tkncihDr4xZarz8tao5THFsn3inFGonvEtz1vNWQgxYRCCGl9LUuhpBGpslNCvacdAsxRA78\/GhEcG8+0NYsq4KzRHjpf52m4aGOYfpws91pWU3Xvg8UurTJSM4cgyUPCzEGezf7EodjtlEqbiJMOlkm\/V1eJe1vCkRwr4oG5QNWfil7LQT215gDASPLR8XXM\/4vOhJH+9IAskBk9WcrrYkZRkoZ3+W+uSCwSRElOCgk0RHADEoNundTwKQnnUu9puqLRCy7IUqc4YUKTsA9aNDf1QUFZm+QzHNpLC4xRd0Cl8GEs1tPN7zKSKpEZylcQScfjJ3FMezthq+ndLXMlvEu64VW7r4fgo1HIP81lBK9\/hTuc1ZooqwOfB8wB4D\/jrpCDd5S9n6jMMVR2ZWXIVlADidtCEGt1Tf1QeJ8jdDVQDKb0\/xH0lgAaG0SL0mfWcS31jU8Vnp9ACaevb55k79+1OfAg1akDvZ5rs1uSD6HwN\/+IazLWPsMjzsXkzAKUEGC2l4GjAgs5j8giAdAqhnKJgoTIASD+DdxI6R+PRFLOqrUtLhrrhP3tBvokuIViY7\/\/AChnWsT9onh1dGt0oXDmYYMNBnVpg1YoN9oMN70+MY7rbjX7ec\/mdoO8NvnSwBDyCbHd53V+wRcgOvU=","iv":"ae933f740e20167e244142ee8f580369","s":"6a78b7184068f554"}
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