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Luxury Murano glass is that branch of marketing that has luxury products as its object and those brands and companies that address a target of top spenders as actors.
In 2022, it is complex to apply luxury marketing strategies to a production reality such as that on the island of Murano, where there are clearly different corporate entities that can hardly be identified as luxury brands.
Several marketing professionals point out that the term luxury is one of the most overused in this category.
It should be kept in mind in this context that all the proposals of “luxury Murano glass” are actually nothing more than attempts by non-luxury brands and companies to simply scale the market.