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":"a3f7cf56a3b32c05d8307bcea3ad675d","s":"784d7ec56911a176"}
Nick Ford-Young is head of Studio Black Tomato