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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","iv":"1ed365f9fed7c1bd27fb1f54ba319c1e","s":"81dd073f37b72183"}
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