Marketing
December 19, 2018
Gucci is one luxury brand that successfully markets to different generations. Image courtesy of Gucci
By Sarah Ramirez
Although the purchasing power of younger consumers continues to grow, luxury brands cannot ignore Generation X and must balance marketing strategies that cater to three very different generations.
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