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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