Marketing
November 16, 2017
Chanel fall/winter 2017 features Gen Z's Lily-Rose Depp and millennial Cara Delevingne. Image credit: Chanel
By Jen King
BRUSSELS – While there is no such thing as a typical millennial, just as there is no archetypal luxury consumer, decoding the next wave of high-end consumption can seem daunting for brand marketers.
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\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