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":"b5df27a0a7f9b5a683c62e35fd115c98","s":"ecf8d5f91fd29956"}
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