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":"ec9c937914d608fb60b63a6a3a9d9579","s":"92b747b158270b38"}
Share your thoughts. Click here