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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