3 things new luxury brands can teach established marketers
Posted Bya Luxury Daily columnistOn In Columns,Editor's Choice,Featured,Opinion | No 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","iv":"a9a5ca220164ebb980edee7cc848ba37","s":"62d1e60574bf3e12"}
Jasmine Bina is president of Concept Bureau