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  • What differentiates genuine luxury from aspirational premium?
  • What differentiates genuine luxury from aspirational premium?
    Bernardo Petrucci, Creative Commons (2012) ©
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What does luxury look like?

What is luxury? How does strategy in the luxury sector work? And what can it teach other brands? Marco Bevolo, one of the authors of Premium by Design: how to understand, design and market high end products, provides a vision of the business of prestige, desire and seduction.

Location North America / Northern Europe

Scope
What is luxury? How does strategy in the luxury sector truly work? And what lessons can any business learn from this world? A global research project conducted with 75 sector experts and 15 thought leaders captured both the qualities and most effective strategies in luxury. Marco Bevolo, one of the authors of Premium by Design: how to understand, design and market high end products, provides a vision of the business of prestige, desire and seduction.

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