Gucci's app is rich with content and campaign imagery, engaging in its mission. Image credit: Gucci
Should brands build up their own private traffic channels?
Posted By a Luxury Daily columnist On In Featured,Industry sectors,Marketing,Retail | No 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","iv":"c97bdbba42f4e52324e697029fa88413","s":"a9f6b146058aa77f"}