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  "documentTitle": "luxury2019",
  "authorId": "MorganStanley",
  "authorName": "EY",
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  "density": "dense",
  "nDataPoints": 14,
  "notes": "The chart highlights 'Sexiness' with a yellow background and arrows to indicate growth.",
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      "text": "Increase in the last five years",
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      "text": "Customer luxury value",
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      "kind": "disclaimer",
      "text": "Note: Experiential luxury (e.g., hotels, wine and spirits, exclusive vacations), yachts, cars, design, lighting and smarthphones are excluded.",
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      "text": "Percentage of respondents: 44.3%",
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      "text": "Source: EY analysis; True-Luxury Global Consumer Insight, Fondazione Altagamma, 2018. Interviews of 12,000 true luxury consumers. Each consumer expressed three characteristics so the toal adds up to 300%.",
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      "kind": "title",
      "text": "Sexiness today is one of the first factors representing luxury for customers, a change after many years in which material quality, exclusivity and craftsmanship were the key factors",
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      "evidence": "The document highlights the importance of sexiness in luxury and its association with shoes and accessories.",
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      "description": "Invert the typical pitch by starting with why you exist, rather than what you do"
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