Marketing
June 13, 2022
New generations of consumers are redefining luxury. Image courtesy of Highsnobiety/BCG
By Sarah Ramirez
The next era of luxury will be fragmented, as consumers are increasingly motivated by storytelling, identity and community.
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","iv":"2a1e913c6d41932bbc97dadc1b1da2f0","s":"fd4232491f341a13"}
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