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Professor Thomaï Serdari explains how fashion and fragrance brand Rochas is repositioning its brand with a new web series

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Excerpt from Luxury Daily -- "'Young consumers bond strongly with brands that have a story to share to communicate their unique heritage,' she said. 'It is imperative for any luxury brand that wants to impress younger consumers to tell its story and to tell it well, in a concise and animated form that can keep the attention of today's "distracted" consumer.'"

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