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":"e95a7016b300b2873ef282e1f45f3afb","s":"7ebe9d6da6b3eb71"}
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