Marketing
January 2, 2020
Sky's the limit: Hermès gets the luxury formula right, and will continue to do so in the Twenties. Image credit:Hermès. Illustration by Marc Antoine Mathieu
By Mickey Alam Khan
The urge to resist December punditry was tremendous, but staying silent would mean abdicating responsibility to luxury brands and retailers trying to figure out their strategy for the 2020s.
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","iv":"9a67b46f30a4247c433a8c567840318b","s":"c680eccf5474173a"}
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