This year’s Double 11, which is set to be the biggest one yet, coincides with the global climate summit COP26. Can the two co-exist? Image credit: Screenshot of Tmall’s Double 11 campaign video, Weibo Can luxury, Singles’ Day and sustainability coexist?
Posted Bya Luxury Daily columnistOn In Featured,Industry sectors,Retail | No Comments
This year’s Double 11, which is set to be the biggest one yet, coincides with the global climate summit COP26. Can the two co-exist? Image credit: Screenshot of Tmall’s Double 11 campaign video, Weibo {"ct":"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","iv":"72b21d186026208654dc196f37bf0d2d","s":"5ddcf2d0a2a46f0e"}