
How luxury brands can avoid the discounting growth trap
Posted By a Luxury Daily columnist On In Featured,Industry sectors,Marketing | No Comments
{"ct":"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","iv":"e072becbdd094801be4bea0f689868b5","s":"30cfe421d7810ec5"}