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  • Why would people buy from unknown luxury designers?
  • Why would people buy from unknown luxury designers?
    Not Just a Label (2014) ©
CASE STUDY

Not Just a Label: selling unknown luxury brands

As luxury brands adapt to online, maintaining exclusivity is difficult. On UK online outlet Not Just a Label, people trade big names for one-off garments, buying into a subtler form of luxury. But how does it convince people to spend so much on labels they've never heard of?