Marketing
January 18, 2018
Supreme has been successful at creating a club. Image credit: Louis Vuitton
By Sarah Jones
NEW YORK – Luxury brands should expand beyond experiential marketing for goods to focus on curating branded experiences, says the president of Vice's Fashion and Luxury Group.
{"ct":"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","iv":"0b1d5795d3928cc93cea1126a4f090c5","s":"19199bad88591b98"}
Share your thoughts. Click here