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":"e6fa1c70662d4527db06ede82b5a0aa2","s":"c158fdf0f41c73cc"}
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