How to build a luxury brand

This paper explains how luxury brands need to adapt to an evolving market comprising digital opportunities, millennial shoppers, the concept of "affordable" luxury and the need for strong, personalised brand-consumer relationships.

How to build a luxury brand

Lyle Maltz

Jump to:Definition | Where to start | Essentials | Checklist | Case studies | Further reading

Luxury brands have traditionally stood for a strict dedication to excellence and quality. As a result, the industry cultivated a very...