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Agenda-setting intelligence, analysis and advice for the global fashion community.

Op-Ed | To Keep Consumers Coming Back, Brands Must Build Desire Around Icons

Luxury brands can be accessible and exclusive, but if they don’t drive desire for signature products, customers will be satiated by entry-level accessories, argues Sonja Prokopec.
Hermès Birkin bag | Source: Flickr/Hiro Kokoro
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  • Sonja Prokopec

PARIS, France

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