Half of the existing luxury brands today likely will not survive by 2030. They must deliver a best-in-class performance or risk becoming obsolete to Gen Z. Image credit: Shutterstock
Will Gen Z break up with your luxury brand?
Posted By a Luxury Daily columnist On In Featured,Industry sectors,Marketing | No Comments{"ct":"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","iv":"a88e6b2a087d92ebaf8f01b09b7192fc","s":"b718177e7ee81fa7"}