Marketing
October 5, 2021
Some brands have successfully disrupted their previous business models to gain traction with Gen Z, while others still struggle. Here’s what they should do. Image credit: Shutterstock
By Daniel Langer
Generation Z is rapidly coming into focus for practically all luxury brands worldwide.
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","iv":"6e904ad23d5b1190f7a1e759cf529502","s":"8c8dd579de507e1a"}
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