Marketing
November 13, 2018
Mulberry promoted its autumn/winter collection in Seoul. Image credit: Mulberry
By Sarah Jones
HONG KONG – A luxury brand’s DNA is now more important than its country of origin, particularly as companies have increasingly global footprints and operations.
{"ct":"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","iv":"fc668e74f0ebe22c364573d137971025","s":"074d1c4094ba4bbf"}
Share your thoughts. Click here