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":"ab10d4601149ab677de022514b36c65a","s":"2d3b577117d7563b"}
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