Marketing
November 13, 2018
Mulberry promoted its autumn/winter collection in Seoul. Image credit: Mulberry
By Sarah Jones
HONG KONG – A luxury brand’s DNA is now more important than its country of origin, particularly as companies have increasingly global footprints and operations.
{"ct":"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","iv":"300647e671b4d943ab64c39683c99a46","s":"d38edc5c44fbbd83"}
Share your thoughts. Click here