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The Times

Personalising a luxury gift with a name or initial? Research suggests a hidden social cost

  • Written by Anne-maree O'Rourke, Lecturer in Marketing, The University of Queensland
Personalising a luxury gift with a name or initial? Research suggests a hidden social costAndrei Antipov/Shutterstock

You might think spending $5,000 on a handbag or wallet would be prestigious and exclusive enough. What about taking things one step further – and personalising it with your own name?

Brands including Gucci, Louis Vuitton and Dior now offer extensive customisation options – some for a few products, others for...

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