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":"fb3cd2529180fe155074ca48d74f77a0","s":"6c7aa9a90e9cd8e3"}
Share your thoughts. Click here