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Luxury Goes to Rehab

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We've seen a lot of articles about the death of luxury, and about how high-end brands are trying to reinvent themselves in the face of the recession, but this one, published yesterday in The Big Money, might be the most thorough. Representative quote: "That is the playbook: Find your heritage, your traditional values, your long commitment to craft and quality—or make up those attributes if you have to—and then retire the marketing campaign of shirtless models sipping Cristal in the back of a G4, and replace that with an austere, calligraphy typeface of your brand logo and then, below that, something like, 'Family Owned Since the Reign of Xerxes.'" [TBM]