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" There's a strength to being able to look at products through a customer's eyes, but it is also dangerous. "

Francois-Henri Pinault

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" Linguistics is a good way of defining the culture of a brand. The vocabulary used by sports and lifestyle brands - running, fitness, training, motorsports - is all about functionality, whereas the vocabulary of the luxury business - handbags, ready-to-wear - is all about the product. "

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