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Fashion

Vendôme: court cancels sale of town's name to Louis Vuitton

The Orléans administrative court has cancelled the 10,000 euro sale of the town of Vendôme's name to the Louis Vuitton group. The municipality, which responded in a statement on Thursday, described the appeal as having “no real legal utility”. In February 2021, the municipality approved by resolution the sale of the town of Vendôme's name to...

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Retail|ANALYSIS

Experiential luxury vs. material purchase: New balance of brand strategies

The phenomenon is observed across the globe. Affected by the economic situation, consumers are turning away from material acquisition in favour of, at times, experience. Initiatives like 'The Louis' by Louis Vuitton in Shanghai raise the question of the effectiveness of this immersive shift. Is it a long-term brand-building exercise, or can we...

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