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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