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":"cd2148f44b73a463558028dfa3d476bc","s":"308fa3800010c85b"}
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