![Sonja Prokopec is LVMH chaired professor in the marketing department at the ESSEC Business School](https://cache.luxurydaily.com/wp-content/uploads/2017/09/Sonja-Prokopec.jpg)
How luxury brands use subtle signals to speak with an increasingly savvy clientele
Posted By a Luxury Daily columnist On In Columns,Featured,Opinion | No Comments![Sonja Prokopec is LVMH chaired professor in the marketing department at the ESSEC Business School](https://cache.luxurydaily.com/wp-content/uploads/2017/09/Sonja-Prokopec.jpg)
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","iv":"f1ac76c81a9b1b492e4cd7713c80f075","s":"768df76e11337aa6"}