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.
{"ct":"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","iv":"2f86167055241853498db51aa9666190","s":"9f602cc7295a5935"}
Share your thoughts. Click here