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.
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