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“What a luxury robe does for [end-users] is make them feel like they’re at the spa, make them feel like they’re having something luxurious,” she said. “It’s a great present because it really brings those feelings home.”
The more someone associates positive emotions with an item, the greater mindshare branding can maintain. However, though this type of response is tantamount to a marketing program, no robe will get past the starting gate without a solid, wearable design.
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