Marketing
July 7, 2016
Photo courtesy of Michael Kors
By Sarah Jones
Luxury brands have moved beyond building followers, with social efforts today focused on engaging the communities they have already established.
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","iv":"673eaab7324f129752ac1a6c272be98f","s":"e63ee8325ff6b928"}
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