Marketing
February 20, 2018
Luxury is increasingly speaking to a multicultural audience. Image credit: Marc Jacobs
By Sarah Jones
Perceptions of luxury are shifting as more multicultural and millennial consumers become clients of high-end goods and services, forcing brands to evolve their marketing strategies.
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","iv":"8758554d16caf64893bcd5532ab86075","s":"a61cf7edb5f18466"}
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