Marketing
August 26, 2025
Loro Piana is one of the most respected cashmere brands worldwide. Seen here: Mannequins in window display at a Loro Piana store in Shanghai, China
By Mickey Alam Khan
The luxury business’ No. 1 challenge currently is customer acquisition and retention – as much the case for luxury real estate and hospitality as it is for luxury goods and services.
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