Marketing
December 22, 2020
Next year will be critical for luxury, and brands that aren’t preparing for a shift towards Gen Z preferences will risk losing long-term relevancy. Image courtesy of Tiffany
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","iv":"31c13c29d5c18c2b6d7268f67fc1f2ef","s":"95a31cf31b5adfde"}
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