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The luxury brand playbook, as detailed in Dana Thomas’ Deluxe: How Luxury Lost Its Luster: Emphasize heritage and timelessness Enhance the design Advertise the entire package relentlessly This shifts the focus from what a product is to what it represents. Opportunities to do this are often lost. “If you control your factories, you control your quality. If you control your distribution, you control your image.” – Bernard Arnault ∗