Marketing
January 14, 2025
A dedicated pop-up that reached cities including Paris, Seoul and Shanghai promoted the signature collection's anniversary. Image credit: Boucheron
By Amirah Keaton
During a year in luxury defined by a worldwide sales downturn, many brands leveraged powerful messages and immersive experiences to assert their relevance and reach.
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","iv":"000ff7fb3feeda3f67072317563e605a","s":"06d29d63590e2a4a"}
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