Marketing
February 9, 2021
Jane Fonda starred in Gucci’s campaign for Off The Grid, the Kering-owned label’s first line of sustainably-made merchandise. Image courtesy of Gucci
By Katie Tamola
Brands are being called to acknowledge and anticipate different audiences’ various priorities and intentions when buying luxury goods.
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","iv":"71e60a24c6a7b90ca1cf66298b5f7b29","s":"813fed56ccfc992b"}
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