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Financial services

Brands should tap into history to reach millennial audience

May 8, 2017

Lanvin fall/winter 2014 campaign; multigenerational marketing offers luxury brands an opportunity to expand their audience

 

By Sarah Jones

NEW YORK – Rather than needing to change their story to appeal to younger generations, luxury brands should find the parts of their unique narrative that will resonate with consumers today, according to the founder of family biography service Bind These Words.

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  1. Louis Vuitton introduces Visionary Journeys Seoul
  2. Exclusive Resorts purchases Inspirato for $59M
  3. Kering to acquire jewelry manufacturer Raselli Franco Group
  4. Luxury Women to Watch 2017
  5. Burberry bans exotic skins
  6. Bulgari names Chinese actress Liu Yifei as newest global ambassador
  7. Estée Lauder Cos., Jo Malone launch AI scent advisor
  8. With ‘My Call,’ Rémy Martin finds meaning in new milestones
  9. Savannah College of Art and Design debuts SCAD LUXE research center
  10. Matches plots second act under new ownership
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