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.
{"ct":"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","iv":"d51d211879b40c7562c6a3e101e76169","s":"c54e65667d4ebb13"}
Share your thoughts. Click here