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.
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