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Affordable luxury handbag brand reach

It is noticeable that some affordable luxury brands have adopted a strategy of opening stores in those cities in which the larger mainstream luxury brands have yet to establish themselves, aiming to tap into an immature market and establish their name before others are able to do so, gaining first mover advantage.

The map below demonstrates the phenomenon using Gucci as a benchmark mainstream luxury brand against which the retail locations of the affordable brands…

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