Marketing
July 30, 2021
As China’s Gen Z exhibits a values-driven approach to consumerism, how can luxury players elevate their cultural credibility among this group? Image credit: Riot Games
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","iv":"5304081f678f6a083406547aea131b67","s":"3384a85946294d54"}
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