Marketing
February 9, 2021
Jane Fonda starred in Gucci’s campaign for Off The Grid, the Kering-owned label’s first line of sustainably-made merchandise. Image courtesy of Gucci
By Katie Tamola
Brands are being called to acknowledge and anticipate different audiences’ various priorities and intentions when buying luxury goods.
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","iv":"ac4fa6978378adae7ede577697a00a3b","s":"1fa35deceea9985b"}
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