Marketing
April 20, 2018
Most of luxury's growth has been driven by geographic expansion. Image credit: Ermenegildo Zegna
By Danny Parisi
LISBON, Portugal – For many luxury brands, focusing too heavily on arbitrary customer demographics such as age is far less effective than focusing on their geographic location.
{"ct":"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","iv":"b8bab111dafd75030c9561e30218059c","s":"97f5c5abf649b9a0"}
Share your thoughts. Click here