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Introducing LuxuryAndrea SianesiAndrea.sianesi@polimi.itEnhance quality of life:Middle-market consumers around the world are trading up to New Luxury products and services that deliver higher levels of quality, taste, and aspiration than conventional items Companies aim at taking the ordinary and making it extraordinary by enhancing specific values that express luxury to the customer affordable luxuries premium lines exclusive luxuriesUniqueness is one of the prime qualities that customers desire Safety needsPhysiological needsMaslow’s hierarchy of needsWhy speak about Luxury ?Consumers are tr