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":"d2b8181d1837ec964454e6547b37f045","s":"3006a5eb2695d5fe"}
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