Professor Thomaï Serdari is interviewed about how luxury brands can learn from backlash over culturally insensitive products and avoid creating them in the future

Excerpt from Knowledge@Wharton on SiriusXM -- “Companies need to understand what it means to operate globally and to understand who that upper tier luxury consumer is. An interesting thing is that a lot of these luxury consumers are younger today, so these companies are addressing a younger generation. And even though these consumers may not be African American, for example, they are sensitive because younger customers are a little bit more sensitive, regardless of what their own cultural background is.”

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