Marketing
January 14, 2025
A dedicated pop-up that reached cities including Paris, Seoul and Shanghai promoted the signature collection's anniversary. Image credit: Boucheron
By Amirah Keaton
During a year in luxury defined by a worldwide sales downturn, many brands leveraged powerful messages and immersive experiences to assert their relevance and reach.
{"ct":"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","iv":"1ca28af34a07de4b8b793b03bec1fc4e","s":"31f514614c5ba71f"}
Share your thoughts. Click here