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Is Luxury Finally Embracing Technology?

Last month’s tie-up between LVMH and Google signals a growing rethink on how technology can enhance the luxury experience, writes Pierre Mallevays.
LVMH and Google's team-up could be a sign the luxury sector is finally leaning into a technology-heavy future. Getty.
LVMH and Google's team-up could be a sign the luxury sector is finally leaning into a technology-heavy future. Getty.
By
BoF PROFESSIONAL

The luxury sector is deeply rooted in the past. Much of its mystique stems from 19th-century heritage stories, craftsmanship and personal relationships, down to sales staff who maintain black books of customer contacts. But the sector seems to finally be embracing a future increasingly shaped by digital technology well beyond simple e-commerce.

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