Why Prada or Hermès are more than just pretty faces
Heritage and provenance help successful brands become some of the best businesses in the world
The relationship between consumers and luxury-goods companies can ebb and flow. Much like the dating game, the rules are changing in this increasingly digital world, with many luxury companies struggling to keep pace while others are thriving in this new paradigm. Our work on the luxury sector has identified a number of key tenets to ensuring a lasting romance.
Luxury companies need to create the illusion of exclusivity while still selling millions of products each year. It is a fine balancing act between growth and ubiquity, and brands that grow too quickly run the risk of losing cachet and desirability. ..
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