Marketing
December 19, 2018
Gucci is one luxury brand that successfully markets to different generations. Image courtesy of Gucci
By Sarah Ramirez
Although the purchasing power of younger consumers continues to grow, luxury brands cannot ignore Generation X and must balance marketing strategies that cater to three very different generations.
{"ct":"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","iv":"7f8e04059fecfbcb6b00a3b371f8e950","s":"aeb2d214ec1d6eda"}
Share your thoughts. Click here