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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