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":"a6ed7fda69cac204a23a2b841820711d","s":"200d371f54835778"}
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