Musicians, who young consumers see as leaders in authenticity, are now launching lifestyle brands, such as Rihanna with Fenty and Pharrell Williams with his Billionaire Boys Club. Image credit: Fenty Beauty by Rihanna
Why your luxury brand needs social currency to survive
Posted By a Luxury Daily columnist On In Featured,Industry sectors,Marketing | No 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","iv":"73c471701188c820bf4ab7ca4946a3e2","s":"847389adb50d2fd4"}