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":"b9804b6cbba85e535be2428e85d03986","s":"31b7ac46848bd529"}
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