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Anne-maree O'Rourke, Lecturer in Marketing, The University of Queensland

Personalising a luxury gift with a name or initial? Research suggests a hidden social cost

Luxury Dior
Andrei Antipov/Shutterstock

You might think spending $5,000 on a handbag or wallet would be prestigious and exclusive enough. What about taking things one step further – and personalising it with your own name?

Brands including Gucci, Louis Vuitton and Dior now offer extensive customisation options – some for a few products, others for their entire range. Names and initials are an obvious, popular choice.

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