On this episode, we speak with Ana Andjelic, the strategic branding mastermind who knows her Bs from "Brand" to "Baudrillard," author of the Sociology of Business Substack and of the new book Hitmakers: How Brands Influence Culture. We discuss how the luxury industry went off rails through over-expansion, the difference between the luxury and fashion mentality and the luxury and commodity thinking, and what it will take to turn things around. We discuss how fashion trends are really created and why everything looks interchangeable. We finish the episode with a surprising marketing case-study!

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