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  "documentTitle": "Altagamma 2017 Worldwide Luxury Market Monitor",
  "authorId": "Bain",
  "authorName": "Bain",
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  "notes": "The slide uses a contrast-pairs framework to define two distinct customer personas and their associated retail requirements.",
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      "kind": "callout",
      "text": "PLAYERS TO CONSIDER STORES AS EPISODES OF THE BRAND NARRATIVE, TO IMPRESS AND REASSURE THE CUSTOMER SIMULTANEOUSLY",
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      "kind": "list",
      "text": "MULTIPLE FORMATS ACROSS THE CITY\nFREQUENTLY REFRESHED ASSORTMENT\nIN-STORE RELAX AND CONVENIENCE, NO PAIN POINTS\nFEELING IN DIFFERENT PLACES, YET WITHOUT MOVING",
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      "kind": "list",
      "text": "ADJUSTED STORE CONCEPT\nLOCATION-SPECIFIC PRODUCT OFFER\nIN-STORE EXPERIENCE, NOT TRANSACTION\nFEELING WELCOMED AND RECOGNIZED, EVERYWHERE",
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      "text": "PLAYERS TO CONSIDER STORES AS EPISODES OF THE BRAND NARRATIVE, TO IMPRESS AND REASSURE THE CUSTOMER SIMULTANEOUSLY",
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      "kind": "title",
      "text": "THE UNIVERSAL CUSTOMER BEHAVING AS A LOCAL TOURIST: INSIDER ABROAD, STRANGER AT HOME",
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