3 things new luxury brands can teach established marketers
Posted By a Luxury Daily columnist On In Columns,Editor's Choice,Featured,Opinion | No 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","iv":"498b4183e8ecced845819bf236f6dd45","s":"bca73eef054bbaf4"}