As Luxury Brands Embrace Data, Will They Use It Like a Butler or a Stalker?

This article has been originally published in Adweek on November 11th.

The secret to the luxury dollar today is what consumers do, not what they own. This shift in luxury spending makes brands reconsider their own articulation of value and the core they built their business around.

The newcomers like Farfetch, Uber and Net-a-Porter force luxury brands to …