Hard sell will not sell: Brands need new approach for luxury consumers
Posted By a Luxury Daily columnist On In Columns,Featured,Opinion | No Comments{"ct":"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","iv":"f7e1cddaa4c2072c255762b7807f31e7","s":"ff51a6ce9984f63b"}
Nick Ford-Young is head of Studio Black Tomato