Marketing
October 9, 2019
Kris Wu in Louis Vuitton Horizon Soft luggage campaign. Image credit: Louis Vuitton
By Sarah Jones
China’s millennial and Gen Z audience is looking for brands to speak with them rather than at them, as a study shows they would rather be influential than feel influenced.
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","iv":"a028372b44d8fb1f0d0ea28d55bdf402","s":"89b9ff82c007b0a4"}
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