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":"4919f88dc25da9145f1bd407ce3ee634","s":"6a7f7f1be2ff3bd8"}
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