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.
{"ct":"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","iv":"5a2aa8a08fe2507331484b927e6c547e","s":"23331c92677abe8f"}
Share your thoughts. Click here