“A brand is the sum of all the feelings, perceptions and experiences a person has as a result of contact with [it]”, wrote Uche Okonkwo in his treatise on luxury branding – and so, to be a fashion house with one foot in the realm of perfume is not only a profitable endeavour, but a slightly risky one, too. After all, when you are trading on your cultural cachet, you can hardly afford to have a mediocre (much less, a cheap-smelling) perfume bearing your name on the market; in fact, as…
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