Marketing
August 20, 2019
Burberry campaign on TikTok. Image credit: Burberry
By Sarah Jones
Short video application TikTok has amassed a strong user base particularly among younger consumers, but it has yet to significantly catch on with luxury marketers.
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","iv":"d3823ab374e7fc41a30b02d27125ae49","s":"27ad791dab7015ef"}
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