One critical driver of extreme luxury value is the desire to be inspired. So if brands become predictable and stop surprising, customers move on. Image credit: Louis Vuitton
Why luxury brands must be innovative
Posted By a Luxury Daily columnist On In Featured,Industry sectors,Marketing | No 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","iv":"8f116ed5cf47fdacbcbc4adf83f08b86","s":"7b834a762e825363"}