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":"4855e3de061af1f8f1dfa5c7458dbbe7","s":"2d70b995ac480baf"}