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":"ab282e9ed3cb3f491753820a85e6ae5e","s":"dff2a50f9e976de1"}
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