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Sarah Willersdorf’s eight-year-old son recognises luxury fashion brands. Here’s why that matters.

Sally Patten and Tess Bennett

Mar 31, 2022 – 8.59am

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Sarah Willersdorf is a partner and managing director at Boston Consulting Group. Based in New York, the Australian was walking her eight-year-old son to school late last year when they bumped into a friend of hers.

Santino, said to his mother’s friend: “Are your sweatpants Balenciaga?” Willersdorf’s friend of 10 years nearly fell over. How on earth had an eight-year-old boy even heard of luxury fashion house Balenciaga?

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Sally PattenBOSS editorSally Patten edits BOSS, and writes about workplace issues. She was the financial services editor and personal finance editor of the AFR, The Age and the Sydney Morning Herald. She edited business news for The Times of London.

Tess BennettTechnology reporterTess Bennett is a technology reporter with The Australian Financial Review, based in the Brisbane newsroom. She was previously the work & careers reporter.