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Rethinking Luxury by Dr Martin C. Wittig, Philip Beil, Dr Fabian Sommerrock, Markus Albers

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CHAPTER SEVEN

THE LUXURY EXPERIENCE

How to envelop luxury consumers in brand attributes to meet demand for individual experiences and events

RETHINKING LUXURY

In the desert of New Mexico,

serial entrepreneur Sir Richard Branson

and his company Virgin Galactic are

preparing to provide affluent

travellers with the next-generation

luxury experience: commercial space

travel. For $250,000 and after

three days of preparation, one can suit

up, climb aboard the company’s

SpaceShip Two and get ready for

takeoff from the futuristic “Spaceport

America”, ...

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