Marketing
December 8, 2021
Trademarks filed by LVMH mentioning AR/VR in 2019 were more than double compared to the previous year. Image credit: LVMH
By Katie Tamola
To reach new audiences, luxury brands must experiment with their marketing strategies and innovate with new technologies while staying true to brand identities.
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","iv":"3503cc30f3a9ba8075e7f08a53bbd5bb","s":"1d39ac0aa02ae8f6"}
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