When it comes to pricing, Hermès is one of the best brands to learn from because it prices based on Added Luxury Value. Image credit: Shutterstock
What luxury brands can learn from Hermès about pricing
Posted By a Luxury Daily columnist On In Featured,Industry sectors,Marketing | No 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","iv":"b243c74daadd00e38adb89f2adc8be4d","s":"ba7cd711d478d75b"}