Marketing
June 13, 2022
New generations of consumers are redefining luxury. Image courtesy of Highsnobiety/BCG
By Sarah Ramirez
The next era of luxury will be fragmented, as consumers are increasingly motivated by storytelling, identity and community.
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","iv":"3d143c4adeb808a344afcd21c7e2a4cb","s":"68e875f3daedda1e"}
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