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":"67438e2a4a0dc15e8324bb62e0c5c50d","s":"f2117e2513d3f330"}
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