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":"94ade53e31131f4c207735b204014166","s":"82fb3ccd7ce1e709"}
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