Research
January 20, 2016
Still from Louis Vuitton mcommerce film
By Sarah Jones
The digital landscape is becoming more competitive for luxury brands, as the industry saw an average 9 percent improvement in online performance from the first to second half of 2015, according to a new report from ContactLab and Exane BNP Paribas.
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","iv":"fe072316770b7539da1b08fcd5b7cab8","s":"af2f590cfbae9ab4"}
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