Building Iconic Luxury Brands, GenAI, and the Gift of Foresight

Diana Derval
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Diana Derval: DervalResearch

Chapter 11 in Designing Luxury Brands, 2024, pp 193-210 from Springer

Abstract: Abstract In this chapter, we study with Gucci how to turn trends into classics. We observe how luxury brands make the most of the human biochemical urge to imitate successful individuals, and delve into the Taylor Swift perfume case.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-031-54093-6_11

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DOI: 10.1007/978-3-031-54093-6_11

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