Marketing
July 7, 2016
Photo courtesy of Michael Kors
By Sarah Jones
Luxury brands have moved beyond building followers, with social efforts today focused on engaging the communities they have already established.
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","iv":"837fa105e2849beabd2463e4a90e7f50","s":"76ed21da6bee6ffe"}
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