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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