Marketing
December 22, 2020
Next year will be critical for luxury, and brands that aren’t preparing for a shift towards Gen Z preferences will risk losing long-term relevancy. Image courtesy of Tiffany
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","iv":"51f2345bb691a7d37823dce3e2f59bed","s":"837595e518c07218"}
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