Marketing
July 12, 2019
Dior's Pink City pop-up in Macau. Image courtesy of Parfums Christian Dior
By Staff reports
Luxury brands are turning to experiential retail, installations, visual storytelling and other creative tactics to make an impression on today’s multichannel consumers.
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","iv":"59ab8f532b14efc406559b2edfeeabbf","s":"f9431907f53275cb"}
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