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  "documentTitle": "Altagamma 2019 Worldwide Luxury Market Monitor",
  "authorId": "Bain",
  "authorName": "Bain",
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  "notes": "The slide uses a circular flow diagram to represent brand growth and connects it to two pillars: new value propositions and new business models.",
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      "kind": "callout",
      "text": "Insurgent players (not necessarily within the luxury arena) challenging the rules of the game, forcing the establishment to move beyond",
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      "text": "Customers are receptive to new product formulas; New insurgent players (e.g., indie beauty) have succeeded.",
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      "text": "Consumption shifting from ownership to access; Fashion system affected by sharing economy (rental, secondhand, co-ownership).",
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      "kind": "title",
      "text": "CUSTOMERS ARE OPEN TO NEW VALUE PROPOSITIONS AND BUSINESS MODELS, CHALLENGING RULES OF THE GAME VS. THE ESTABLISHMENT",
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