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The Luxury Trap: Why it’s a Mistake to Define Luxury By Price
Desirability of something is today decoupled from its price, and its access is decoupled from wealth. Instead, it’s coupled with social capital, environmental creds, cultural savviness, a story, belonging, and its transformative potential to make us better humans.
Ana Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
amazon.com
