Social Commerce: A Luxury that Luxury Brands Can’t Afford?

As social media becomes analogous with social reality, users want to socialize with their favorite brands the way they do with their friends. But that poses a unique quandary, though, for luxury brands. After all, Hermes and Gucci weren’t designed to deign to “chat” with the likes of most of us, let alone act on our plebeian feedback.
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