“Beauty is very much about creating worlds and an environment,” - Melissa Kelly, partner and chief operating officer of M+A Group. Luxury goods and services have properties that are different from non-luxury goods. This is intuitively clear, though the reasons why may vary according to the people you ask. But the characteristics that define luxury and make it unique require brands to have a completely different way of articulating their story or, if you like, presenting their value proposition to customers.
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