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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