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":"8dfdccc1514f11e2f4dbf35a8082b8d8","s":"d69899d9befb132c"}
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