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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