Sonja Prokopec is LVMH chaired professor in the marketing department at the ESSEC Business School
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 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","iv":"5ad6570ed5e6589410a3fa2c16db1ee0","s":"e234aab7f5541074"}