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China dependency exposed and virus-wary world in lockdown: What should luxury brands do?

February 28, 2020

Burberry Chinese New Year 2020 campaign with a capsule collection. Image credit: Burberry Burberry Chinese New Year 2020 campaign with a capsule collection. Image credit: Burberry

 

By Mickey Alam Khan

As the coronavirus reaches pandemic proportions, luxury marketers may be forced to come to a stark realization: 2020 may be a write-off, and the five-letter engine for profit and growth – China – has temporarily sputtered.

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