Marketing
February 2, 2022
Two major disruptors — Gen Zers and the metaverse — are changing the way luxury brands connect with their customers. That starts with the brand story. Image credit: Shutterstock
By Daniel Langer
Luxury is the creation of extreme value for customers. In other words, it is how well a brand can trigger extreme desirability.
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","iv":"252a7d7bbdf70af893de588eb5dddde3","s":"fb1bc96fca62fb62"}
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