How New Luxury Is Undermining The Old Guard
Jasmine Bina
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Jasmine — a great take on the evolution of luxury. Wolf Schaefer and myself have been researching in this same area for the past few years. So obsessively that we got ourselves to write a book about “Rethinking Prestige Branding”, which lays out the ‘secrets’ of what we call ‘Ueber-Bands’. Those modern premium brands that play with the old concepts of Luxury but add new dimensions and destroy others — and not only for the classic effect of provocation. Read more about it here: