Luxury brands need to better understand their customer base and take advantage of social media, says SMU marketing professor Srinivas Reddy
“Luxury and digital were previously an oxymoron; it is no longer so. But the luxury brand must create a seamless experience. If the online and offline stores are fully integrated, and if consumers trust the brand, they will be willing to buy from it, regardless of the channel.”
- Srinivas Reddy, Professor of Marketing and Director, Centre for Marketing Excellence, SMU Lee Kong Chian School of Business.
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