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Creating an Icon

BY BENJAMIN TEISSEIRE Every luxury brand dreams of creating an icon. A product that instantly becomes a reference, an object of uncontrollable desire. A model that, once anchored in the public’s subconscious, does not need selling anymore. A pure ‘Veblen’ good, which becomes even more desirable even as its price rises. Every top brand has a recognisable design and a style embodied by...

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