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":"a8661a1272f4f4281ee3bec4a9cece64","s":"5b8211fcca3e6204"}
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