Marketing
November 13, 2018
Mulberry promoted its autumn/winter collection in Seoul. Image credit: Mulberry
By Sarah Jones
HONG KONG – A luxury brand’s DNA is now more important than its country of origin, particularly as companies have increasingly global footprints and operations.
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