Retail
January 18, 2019
Luxury brands' online storefronts compete with promotional pricing on multi-brand etailers. Image credit: Farfetch
By Sarah Jones
NEW YORK – In the competitive online retail environment where price tends to be the determining factor of where a consumer shops, luxury brands are faced with a discount dilemma as they look to drive sales without damaging their positioning.
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