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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