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":"88c7353a8ad09f1568c95b4bf8db126f","s":"e6a39abbd43c661f"}
Share your thoughts. Click here