By  on November 6, 2018

Antoine Arnault, chief executive officer of Berluti, doesn’t feel Millennials’ tastes, ideas and purchasing practices pose a threat to the luxury business. In fact, he believes they want similar things to previous generations: Creative, durable, desirable and beautiful products.

Addressing the idea that digital natives would be radically different from those that came before them, and purveyors would have to decipher their strange habits like an occult code, Arnault said,  “Frankly, I’m not so sure of it, and I wouldn’t shake our traditions too soon, dispose of all our stores, stop advertising in print magazines, and design only T-shirts or sneakers because we have to attract Millennials.”

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