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":"d002a7d48367009ac695549870e15f0a","s":"7f2163a212ac83ae"}
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