LVMH is a master of storytelling and brand experience creation. Company chairman/CEO Bernard Arnault famously described luxury as the ability to create desire. Image credit: Shutterstock
Why no other luxury company compares to LVMH
Posted By a Luxury Daily columnist On In Featured,Industry sectors,Marketing | No 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","iv":"68c0b6f0f06e4494f9802bc412b0baa7","s":"36a2a07fd05b3ee1"}