Marketing
January 2, 2020
Sky's the limit: Hermès gets the luxury formula right, and will continue to do so in the Twenties. Image credit:Hermès. Illustration by Marc Antoine Mathieu
By Mickey Alam Khan
The urge to resist December punditry was tremendous, but staying silent would mean abdicating responsibility to luxury brands and retailers trying to figure out their strategy for the 2020s.
{"ct":"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","iv":"5386712d19abb3cd79731bd54a9030aa","s":"b36543abbb7ee376"}
Share your thoughts. Click here