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From Ralph Lauren to Patagonia: How to build an aspirational economy

In a world where most brands struggle for relevance, the key towards making an impact on a customer’s psyche lies in being “aspirational”. Think of retail giants like Louis Vuitton, Patagonia, Ralph Lauren. According to internationally renowned brand strategist Ana Andjelic, the fundamentals of an aspirational economy are focused on five key areas: creativity, knowledge, aesthetics, curation and belonging.  “When we talk about creativity, it’s not actually about creating somet