How luxury transformed from opulence to populace, and what it means for brands
Posted By a Luxury Daily columnist On In Columns,Editor's Choice,Featured,Industry sectors,Marketing,Opinion | No Comments{"ct":"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","iv":"5ba1e3f59e60fbc6ce02d30650065142","s":"d5126448cbd20f0f"}
Sara Bernát is a freelance brand strategist