Defining what is and what is not a luxury brand – and why it matters
Posted By a Luxury Daily columnist On In Columns,Featured,Industry sectors,Marketing,Opinion | No 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","iv":"0329266de0b3a08aaca3f6bdab161951","s":"af7877aa4c5583f8"}