Marketing
February 20, 2018
Luxury is increasingly speaking to a multicultural audience. Image credit: Marc Jacobs
By Sarah Jones
Perceptions of luxury are shifting as more multicultural and millennial consumers become clients of high-end goods and services, forcing brands to evolve their marketing strategies.
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3XbVY3XV4g2+mokQvD12Q1ZPf7wC40qWeotiaXGSy+Wo58JK2B\/kZF\/N6MY3EOpIYGieWniWcRL7pew42nBMCoek4UacimS5X3U3ewD5MbDw429egQ4KlxfWW7AaR1iLSuzhg8c9IbgtBLuMK\/gSMbeuWX6Y6GouFE7O\/s2Z6ZzAEk4H0dJZGuWrotMJaO4RvOuGTMWEofFoowd1n0XbdQNDmIorFqIjU\/jxuMJI9+gkrxhY8m1d09JJuvHtiiAANJduXsz0fdPlzjsdBZ+0QsmgfDFKDeSAyZA6S0hDVvC+4Qpc54pPZd\/jcP0nFJrn6jjrUpWSiVTy6DEeSEGwbxtSWZF+kgUanmpyPhuMNtQGKP3\/OZTrR7FjWCfs5HE7AlFtkfcKg6gaXPqhneZwyWeP7ETy8MDP\/MlnvX1LxkMBm0rxMTk7cmB7cMpMFHQIosoOZ46wLcVuj6KyVO9SUDG7mhxrA70D1ABb0wGYOY\/J2KaHe\/AUJvkKO4M4INb04zKK5n8TLJAoBw1oYsbmacqHZNCiKoW8PpT1I\/O2VoIirzd5LfJWHi+cVk1X1n3LJd0KP\/f8smSIvr+Niaw0pweFWmGFrIlZ9gD0N26nCxIbNgsMuwKRbD3EVuF6N8+WyDGQBCStmkGfR9ax\/C27Pvc7U8v8nRY6NkSsZv6UP60GFhe4kcA32AcGj\/LJ9iK8n1RCFoljJv\/ixOuWQkDF9PxPLzoUlXBf8CMgCCyZFTiGLe1D7C+XMfYrksh4gyQw4Sj2zAbh\/wPkhQM7+VO9jDUQcIElA5IBzGrflKpl5X\/QnA6u81dWbomb+yVKD6fU3ffjIViX9jIQJs7v5xl+WGu2P2pFooxcneeV6nO1P+1oavpgvl6aG2o9EISOh\/ukLvDsD8C5yQMEFfRZVuP1aO5YOnIuA67ailkzd7I0Jnjh3+GD0h7zz3DtMgaZZL2pl1TM5l5qtGEApe2yUCYXmGdh93pwxJZ4w5aEX1rd5ZFfLR3LycxnHwx5IYTX6JUkPw2S8E56EiS2oVTWWZvEjGlN0S7yUueOqhjDKHTB4OM1wdSdoYtnET\/XGWfeSCXEGZad5643mP876EOAc7PnWrJkY3uYbdOnUcNePt7hPyHAJhcyXMzW0gfXYw4+5XRww8DOD4EZj8iDpHtgRgmYrY0oSD9rhBMsEKekX4g5QNRhbM8C7Wznr0wGYYHq8M8t7HCObiU\/Bkc+EnnjMLoDxU7iM28w1ylVW9ydP6vysCl4mseXTPVijgxbKDOLfcTVgiLLg9EUu3DCHJU1BoAaQhLKT7en\/QemVyk4kIyElgWpFWgyV1uqLY1I8ZwQJvfh5zJdZceW5FiGsyMIyXbLPH4sLx7Or1OV\/32FlSe6n+GdCH0cxuQV7JzKBJd58ypvm0RZ4z4Q\/Ff494B5c9phKy4HKfAMTS7m42negjsNQlZqsZBvwlt\/Agb1WowCfRiYOTxaW6OeN2tbbZDbJTpQi4ZyH74p9isuegLYx+RaT6fDIM67XzQ2HiJq2mHLw6jcFf\/4lX2e7sm2RSVhTgbcyoPBHrFcIELFDC1gCbA3X+lMHYyst7BQB1xGKjLql61eJLBrUKalPzob3QeTOlXwdfl4gnskvVGkLjs3o5tIZ8e6rlRmP+nDpUw+YTJ+pGhAQisvkFmH3Kb4Uy4Ce0q6yVSi0ExJ6PI\/n4MX3ocH1mPo1QqPbfhG8xxYhRS3V\/HFPu7YhkI+47FbLHr7wnO8QNjvAppDx1uIUMR5789JhSOQKb1HwohqGOzx2zM1o5Kt+toby9vxpH5p+EU+ZoiYYHWj5Q0fNnMITLQVzmWHhEaXdzvHbX2VrRYWe+ToESvAmex8IAAFRFY1Fht\/1fOqr\/wwysvz\/zKH1Meh9oNQEzuYAQmBOwtJpGxKPqyb1E6yPxwfYRq6lCMr9V5VIejcShQ+xForz2Q1HN5IISPcoeoFoLqtkjP+ANUetwL\/yXOm8skrQ\/PlbgYvgW0cPwRb0gnNe51WwrDMK7U\/kz8KDRDzX46FtgnR8NuXC3iJu1IopNvgjpyPNwkLg6ahU1+CrHSCHbdl0OPwc+L4XPqrRVEZy01Lgfl7N6Vqu5N8OncWAsN7vG1ypFmaO2m\/81df5jagpSzjheOyll1N455rKU6XyNRKjRJQMT32OZ0qXj0EOFzXL0tCtB6z0iLutnGt\/OGxVySQNbzecx76\/MzWYEd9kXtKPMtOfIspmlLcfApoJJP5UOyYR9x2LcGiXs+wfusL7xtNaR2FTO3AXNNdMr\/NveW8mmRtvZw7FZ5uG2fNDAm7AkZe+ID9cKwPbESSbjQJeIe8mHB3KAWQRxRANegtmxKBv2ZTkDxxidD\/3On3\/3mt4cC\/wFI+rp2RCBtCYBhSj1n9qHMdk34kUZOZDAIB08zs7+6STrCRFTyGvviYhvAvUvFync3zSFcClEwjz8ajFrCGijV0sRqbZeJre3w2UN+jLf1oi+9dpgKxPLCXzV6ysxI2renYIr6N+O+jBZ55MuNarPG2mPB6r7lrxRL9gol5bWB23BN44tDut9coVTOS412ya4JtVWQyS6QTElwdHzxCrVxVqaB9RGHu6Q49JFMY3r8RYCdWj+O+UajpvOFRRrNaQ5CfPohSgNLnf9NAL\/qIj6rqfQWtreiGgIz7lEy2epYc4TMIy4eDdkwitnRRpkhqhbBY4bcQoCJ+0LFckZ0hmyv\/LZdOtfQAJ\/LuVCw71Awg7RV6sTZm5wFAZLH4Er71+3ieR1sbkt6ytM7BDBIA9fGkIirx7YHD4i6YcTSL63vNqpRB5M4p3laC91SrXY1rIB2AR5z3l6kFAASDVYEuFn8dZ4Mn+qkfy\/O3MCmqn+8G4ysJyhIjH2KTfReVCopu5AlQz8OP7XxZrjh38J7xYv90x3BMPstQ77M5dW3xv029LLgTtbsTV3qtfS81nm5pdpOEnnw24T1OuuvEzfklE4xDEXfnvjVPNTSOFrvQV+5bUdQULM64ch4UZI0ZY6ip+KdjLrwI3nL6o44iO7coYduyaGCp2pOpQ0k33dQKkTZdxYwfHRMmjzguy4ZBCAoIOB49GsyAgxghRmKfFuTXrq36fcMffswE\/xRdvc2AaRd2Q2L8VPIN3UqpubKNb05pP78YoVXkBfVlBnJ\/oS\/AP6QJtja4VHNOPDHWQpUcFF6AhfMmDFEc2aVczkJZZnnRMG6QsWwCkk1EXiAIy4qqas26zd5SMYG5fg51o0jxYaxVY9l+ZQAQ+MBv+9utxFxZqEyYw06b6cnbn4Wx2YIPma6scUtAZ0cZNt2XCbwX2ZlNIGPzWrQiOxKl0E\/yJHxXqRY+LILSG38Z9iKV+P0wp4ZEYSZ9WI9wyE8rGhLuO8KA7pfW98ihNzJiB8UmlCp+96YrM6YFmxwzQFTdb0QHNJWzwGIKATMRoPesfvLXqsDYRquFFTjowoHGZ7RUE\/tDsJ5bufhh9wfXtDWHQKeH1jbFFXfovF5bNslITp35sIBpuOuduhWcRqTNxFDAYjSX4VY4rhhdkmm24xQZXXOHXu4lku8kjNLlzdBUK3jSnvhMhu5V9YIrvTdFjhTmfrjZrZ8FGXeHYfTuv\/nDDK154JE+DQmvoFHmme7cAQ8VCx9NF55nro1e3fTLG8GTU\/UeteEmSB4ZQlMMnpMXw0o4LWCBPbvfjPJQw9W7JCQ9ScluPJWYQHe\/tcZ6Qi1ojGGSjWr2MZfSAB0WbYiguE6L0DF3Q3AK2Jj36sm0byqFoR9IZbrxH+j\/pjoWNjA1Z5dcy7RwOKE7EZVubK1TTkpTbSb4JSdlSkAij\/Ltxa3mMr4ZYQJUbBE1XyL6DOQ6DaRXGIyhUnJryxzWVpCDB3vf7Yg\/FMB7U4bEzPveYBNGHU+hUnwOYHKxLs2Pc9PvTlHZPDfSTnJPuT9GqU5BMoJklCOID78XdUZPEC0Jv298oPBZIP0bEspnkxUFhpMvEHgaAlS8TnltPAObaINv6KCP4v8Vq3wRXaLUXwyo3a7oAbnKG4hpeX9RscIo4mWW4aqm2Otu37Edc9ukTPD+dcS7ktt3IoXEaItjfhT5Yjo6WIGU8NmmV5OOoiMuUnB2L2JwJbqOIHqVHAYftHqQNSEqzhkc2vnjQwBlj\/6119eE4MzbSSKmcyNRnoAsscr4BeNUcvyCyo7r3GobOLmiRj3xQ3HSMymdeO\/we8yDHbrg5R+TA6rTePRtjaQXJpBsbOusxCzXBcsXlcT52RR5\/ge8Uai0si9pXIouOBAo0DGJlsfcOyLUe5+2yvEWF\/o7tp0al+kCD4xGtSW9veHdgQePN\/1gVCic0ZSeZ0Ex10bWdrMRfWyd2qBJcie69TLYxLN1o0iaClBOPx5tIIHbm\/riUU+gZHgIzTMQfxgYXuzejtywErAExy\/ZLcNWcnDUKkUClZeQx8YcxnkNeCtKdnrh8Mg\/9yKNFGLWQU3hhdfnNj7bO7PwUq9822ont8D8SuaHgizusOAtvECOfaXqPTuJ+O2fxIy0T36OvhPe9dW+AUlW+eSkSB\/E0EqxarWgr74Hbc\/gro9zfkylSy8\/2fDqldmz6Fa\/VnlAAY5fz8epuBSOELjnR6tQ6CEAZ30hmW4F+eHohJNLhBcHADPht2nL2sPBbzyD+fKk889Gzq1u7IbAUvrIPUJjgpal3PtCSYR7jeMc7wW82WcSqfJ5JFqvzSmEHiuziLpxn8IOG1Ax8f1dkNxD9CAufwhyD3xmvaBucShZqjE5Nbdp04oFJnxBFCQIPU5jt1JT4VtXz0fL+KSRk6TTJyS+1higFsAGsEqklmjdhHNFp1I8aLqwj1SRUaLkbAbVTjd7E\/sXJO+azzVJURrG4BzC+iQ93RfK5IbyVe5HgBECVT6TzOn9h7hfs0WXI1Fl3cT48jw\/idjbHkh0LAvEVzAPFPJQU1RxFweE9eg5tSjMZjtYOlUSPfxq9FLCu8+K5hakSNYljLQV25aLfSM2COWKE4VRYN52xt4F2ZYrub4dIjcdxLhaIyMo2hU8I1kXwqjOgCpjWMV5P00\/xpYwhQgNA1q\/E6Ql0BlRYCYY7P6uBtOGVJanbS5yarPbB8xh4x373GRHJcuu9MXIYZHnBQa7RuKu1cGEd0DkMteMTKTpeeKWA6WLO41rHi5L0U5e2C5BpWsyp3asL2JeR6IGJ3bAdGyqz+nJiJkFUt50b4bF22ER+2UKo9V2HI\/MdYP0rHQz9g+qnoyP8vkHCYrNZSEbG+X20QfA5D0nP8eahPSvGKqlakp+omHj02V9zkEVM9Btkrv6Ui+QvCsEhlk0wSAOZPZgwU2vu9C5cQRJ8dPZmtRC15VbSxyU9IvkQoLFpqHHo1c5yVyBSdw8CIUMGq61IYCb0PsCEf1pshFSA5DkJeODPRUrdlPK13RRSZJMrBDs9ek0bvLr0Arn3Aw7oL4oRROG2i+oAW4dLGsgrLE9ig8uZ2CMFcr\/GSDp9gVF770E+yZAP6Sg8RjMPPTeSNRK557xFxWmEZQeqAEwgRjT2E8oHN479QSPLXhJ6ggi0bs0YWi8RItdgDCi7+G2DS9Hu5YlIfYps20ftlk\/HN762rxiQzX6whpUprywZTyG\/Bk3DtgnFLLiovAdD\/i9K4rZmt0mmr0m98WPWmHFVeoFaD8lT8Yb+u9wofI+Wy\/NRMSURdZmnWNe+Q9d8G6tvVS8ELf9UDI48l3sCd4hxnl3Bv\/IYX\/iL9CdspV9Yn5skDms+Te0QotdigZei4dDujrTf8di0973q1GfDDCyA7q47CfvFrEeUjcHLQ3yYFIuSQActAQu8b3ioXqpZJpvMXFEhj+YIakJ+Ld+Uk0InrFKyGboizZAD3NZCegkkSC9fV57ZaD+d9T75fe5zTLS6n1N8PVANylMypJtS4KGJAS9yVmlCayIDbqn9UEfp2i1Tx8EkikDrxCy7wsBqqkBWHKQCGxRUdHOF2+WXflLtK4R1o\/TwMKjMsh6X8Y4n2j03GBM1Nf6UND+z56J9Fy8nKHVRtk+FpcA3zAyHNijy3qbjd8ZBGwEQK7WrWXoGr8i9drgIdoWK0Y5BVXYPjdYbxHUx4bUTJSRtCA1a\/WAmbmdlN1tBT2YJ2S0Zx6GarMEPFhBsw6Wn+F6Q7fELpc+gNji6sU0gUEC9WorrTf6E+sOJZgBlMGs4M+eWlWm9Etwns+iDm+FlsPBoraaOFlgtcmsXDpYJl\/v95wvy+XrgPoiurZaerAf01RktOPI3fHvWYwvWwGGmbfzBCwNYLiQSpUlDaHXZ1ZBq9F8G+ZB7QKNqyoSvm6cJBpD35Hee5EL0ypjkT+wJJ8z7eih3cL4G3UQZXfbhJ67Q1sTNcVGvWbW67q\/iP4J0J+EHkucWTrryCORIigbGYGvdFkWgiWnycDDHk7qvczXMM7tjwOk6fgmA3zoGKpuuq7xbyTWRRRYeYjqCUmmXnCP9OX3fH38f78UY1OKQbSS7gImx7FbuLY6bZ87vnGoRt+OIytrrzBfDWlEqxb7OP8h82YEIwgQqcjwxVGmpmaFfWv939ovuFqgUpODQFi+85WplmVtkm3wvv+IMy75CCbG+MZVNrWP+UA0ep8ZmuTvZMrfkb00uOQSLEScQbgLFqPyugpF7ENC79cSoJ\/KBBOXaL61wA733eEsGS68WmU3MbSfn6iYMOTQkZrG4kijMI60ufsCK4p9a7xfEltRTI+xkyqNwM5BCM0CO56tKDppC9uHbGKMYfFipqjLFQ7GoSurS\/lAqukDBvq8mf6rL\/O+F6lC0ao4XZ\/q0bMSjojKE2G3p1Mb2DHTBgEQLgXU18XhB1O3CJa+J5dJ1HVBhOWSpHqFTwGyDW4s7bj0w6vo3DyVxU9aXkHTNnJm1zApsjGg7KjflaZwbWTQ3\/eBb1wIsHLR0vVsijPSkuDmqM4czzr+Os1iau77dUYZ9ougrxEuP5VXj3P\/FvHDoDyxtWyNRFaAAi9FGDIEk7\/EA\/SLkZ4Mp+L2r5i4jslzoJGbiTOMT53XnO37BvsLPz1BXVeneaOAQWYvWfVhccPFjz+xSWCZpi18wCPkLHcPhQFyhbnzAUluKZro7kLHdDdetlvZoqyZLyKZ79kZZO7bd4MtXcd708fm8mLJkCLyphy5tWZaQgTCB9Gw+cs1ebNWXLT1akSvXK8z05EzS4S16wXMKBykLRjai6nTnHoait0OHem9brpmpPBnO0qeE1Qipgt3BRPhLqUkBqeF1jixQSmGC4lrgI3LvLkE5jcV1jjv5Tw2g7+90He4wQOfmLcx5FFQoq8f+pZyOq8mr+rWbupUdW9kwC\/yf5nPj4+Vh7yalL8G9mhIkTYBUADC7gGZHo7U4LP+hip4OEe9XCEuhxxce2227S0MkgfgOkqYy6E0BXJNsWTxeCxVXvsdZI4p1u5C9VbpBv5SeX3S8wab2jgCml8\/VfaIfIFPbrG9IfKVrOFS9Ltpob1PvUtFR44zH3md2xCbNSLiXFU6+8CrnMdTOjpG9+RZaN5OaakpunxIm7UB4xLnO1O1TmxMhvrRihXzd1cIN7WZPwMX4bmP47cgsT93edMMJnOmlKPfc5T8Tcba7WzWieIesswoy7CQ1YiNHN4TyHNifujqDxN9SbikXS45HE6+UgmZ2U3VM3VGV\/UviyE1XBtBmDMqeYvlqE\/4JAGKQqGJvPHMab7UutKA+Psfq1u8tDlZTT\/vZHDSQsgZQUNGS5XCUqM+\/fuJPRij8LwxZmfYIKwFfQFLxbATRxgDRlY5nILu79Xa\/S\/RYKuzTs5tOgI4rd2qsblDWq0Ym61ksVsa\/38Gz1xv2xGs3Q7KXbY\/j7d6LGya6ol9XprXftqCHHVvMbendIDcN+oDpVfG9Oxndn2+Oj+0+so8qihgOKtT1M2IwTut8puC5tVaELhVbsEv0g99lmOGWgHMtjLWKJuc7zNS6Rl8ScghQY7t4oasFqElNGLXFipsMl9xD0aQYJzdT42k+xmHhg5I\/m8mbXFW1cJoY5wbr27iKSS4ySoie04KjfcVGdpUUDVlMVM+9+DzSlAUipzivY6Jjj8OJwsdDR4E1Gi\/i46QCd0+IjhsB2HxLox6sbSqqZ\/sN6e7JCNb+u3Cn+oihE2eHLnaY2BwBkntb5dfXyJRroDm7Xnl7Uz5o8xyeDV8wIpVr+vcM5vr7cgQNvp3oR1uzo7hU\/EnqkJqz66NGiiKct4JjcIensNQAXymZKwXIy14id\/n3V6JcPJgqayVp8dzE9Ndw66gCqGJbxna9Mpl9eQaVdd7KJXsWJYgJjLI95lqtJxk9t6rej2NWRj+kK\/p3ZXkbMdung5uuVRkklaJ388JR7lrLhQzkMhbW2JzSl17yaowP7A4\/XYbOWwrI+Ry0LKE9EN3lva5nd0fUZCfnErgnnbX08eXIYxtOZ6gqk7A28kQPWfOcqVLPyHpyEGvD+JUQASTtyVf+eYPiRK\/cFFA6pgI3Bp2SX5rxurkeFfTpFp2qEYQ6Bxk6qoGAFqxAQ0jsARAT+4IT65LlunezNYz\/LuKFkdv2f2RNZe72GCTAIAVq3dsDCMQWW9\/qp5pphBhYHpSejpYfKqYlEXf1B2lTqC6jQoBfhGjiyD9FnYXbGAabmyzG4yB2DLPw7\/98Ixs0NuDXpoU5HvcNoEr3+U+9Z9MEP938O8QtrK47Od2lpcQnH5qvA5+ROltTt0ofCXqBfOWdNJ4r64nHWSHizPYqdFpYHW7ZyBojN1rU8yxftYiDO3yd0364Mm+jAKty8D+5lDk\/pmkYDAB\/eHPd53Jm+ldI+yN3J8tcSpHRcAHNO+mk7MoRWMMFk47kLrUYhosXHc2nz\/RsS+TZVskSdpj1dpS395ThpFtnb2cBzX9Fc2nm4hb5mETx5vhFe16lkyGs5IJ4Uuo94yZ6OkupWWl2rAONIlPW5","iv":"007648f0befe988c0cd3a90aadda95ee","s":"66d83d4d50ba8d4f"}
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