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Professor Tülin Erdem discusses price discounting in luxury retail

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Excerpt from Racked -- "'Luxury brands cannot "cheapen" their brands by frequent discounts and price promotions,' says NYU professor of business and marketing Tülin Erdem. 'It is inconsistent with their brand identity since if they do so their brand equity will be diluted. Most luxury brands have a sense of exclusivity and reflect a unique style, [and] too many people using these [discounts] will damage exclusivity and uniqueness.'"

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