Marketing
April 20, 2018
Most of luxury's growth has been driven by geographic expansion. Image credit: Ermenegildo Zegna
By Danny Parisi
LISBON, Portugal – For many luxury brands, focusing too heavily on arbitrary customer demographics such as age is far less effective than focusing on their geographic location.
{"ct":"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","iv":"e024f84a6bbfa454b13637e6199645db","s":"3eb5b81678cebd33"}
Share your thoughts. Click here