Bottega Veneta: luxury without ostentation? Image credit: Bottega Veneta
Defining what is and what is not a luxury brand – and why it matters
Posted By a Luxury Daily columnist On In Columns,Featured,Industry sectors,Marketing,Opinion | No 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","iv":"df194bc8475eab0eb7cb2ed591bcfa7a","s":"26dc0135e6864817"}