Marketing
April 30, 2026
Chanel Paris Fashion Week Spring Summer 2019. Image credit: Shutterstock
By Mickey Alam Khan
There is only one business worldwide where the bulk of its growth over five years came from more price increases than unit sales: luxury. That strategy requires going back to the well time and time again, depleting the aquifers of good will and brand equity.
{"ct":"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","iv":"f4924a42ea38e7f4c18b31c099a37886","s":"4b14c8fe8e58ba32"}
Share your thoughts. Click here