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.
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