Marketing
December 19, 2018
Gucci is one luxury brand that successfully markets to different generations. Image courtesy of Gucci
By Sarah Ramirez
Although the purchasing power of younger consumers continues to grow, luxury brands cannot ignore Generation X and must balance marketing strategies that cater to three very different generations.
{"ct":"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","iv":"0448258708ccd0bc5696d1d2b98b19ab","s":"a41c844fb40af2c5"}
Share your thoughts. Click here