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":"4c951a12ae1c64f1da3b1aba1f1687e1","s":"1aa3cbe57178a610"}
Share your thoughts. Click here