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  "documentTitle": "The State of Luxury January 2025",
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      "text": "Mytheresa: invited 30 of its top customers to designer Brunello Cucinelli’s private 70th birthday celebrations for family and friends of the brand. Cartier: extended invitations to its masquerade ball at the Belvedere palace in Vienna to some clients. Max Mara: hosted a dinner in the courtyard of Doge's Palace in Venice inviting its top clients",
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      "kind": "paragraph",
      "text": "of HNWIs expect to shift part of their spend to experiential luxury and wellness",
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      "text": "In three to five years, I will spend more money on traveling and taking care of myself. I'll probably spend less on clothes and jewellery because I want memories that last. – Aspirational luxury shopper, US",
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      "text": "If I have to spend €10k, I'll do it on wellness, no longer fashion - without hesitation – HNWI, UK",
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      "text": "Source: McKinsey State of Luxury Interviews with UHNWI, HNWI and aspirational clients (US, France, China, Japan, South Korea, UAE), of which selected conducted in collaboration with the Luxury Institute",
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