Marketing
January 2, 2020
Sky's the limit: Hermès gets the luxury formula right, and will continue to do so in the Twenties. Image credit:Hermès. Illustration by Marc Antoine Mathieu
By Mickey Alam Khan
The urge to resist December punditry was tremendous, but staying silent would mean abdicating responsibility to luxury brands and retailers trying to figure out their strategy for the 2020s.
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","iv":"b1e487f88dff256958d41dfbb75b4746","s":"01db271a21477d8c"}
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